TL;DR: Kindred Naturals only makes two products — Baby Shampoo & Body Wash and Magnesium Lotion — and that's on purpose. Instead of chasing a full shelf of SKUs, we spent our time perfecting a short ingredient list we could stand behind completely. A small product line isn't a sign a brand isn't serious; often it's the opposite. Here's why we chose depth over breadth, and how to tell the difference between a curated line and one that just hasn't gotten around to making more yet.
If you've landed on our site expecting a big wall of products — a wash for this, a spray for that, a whole matching set — you might wonder if something's missing. It's a fair question. Most baby brands have dozens of SKUs: washes, lotions, oils, powders, wipes, detergents, sunscreens. Kindred Naturals only sells two products. We get asked about this a lot, usually some version of "are you guys still small, or is this just how you're doing it?"
The honest answer is the second one. It's intentional. And it's worth explaining why, because we think it says more about how we formulate than any ingredient list could on its own.
Why Did We Start With Just One Product?
Kindred Naturals began with our Baby Shampoo & Body Wash, built around soapwort instead of SLS, because that was the product we personally needed and couldn't find. We didn't set out to build a full personal care line — we set out to fix one specific gap on our own bathroom shelf. Everything else came after we'd lived with that first formula for months, not weeks, and felt confident it was actually right.
Was That Slower Than Launching a Full Line at Once?
Yes, considerably. A full line launches in a season. One well-tested product can take a year or more to get right, especially when you're formulating around a plant-based surfactant instead of reaching for the industry-standard cleansers that are cheaper and faster to work with. We chose the slower path because we were formulating for our own kid, not just for a launch date.
Why Add Magnesium Lotion Instead of Ten New Products?
Once the wash was established, the question wasn't "what else can we make" — it was "what else does our family actually reach for every night." The answer was a lotion, specifically one built around transdermal magnesium, because bedtime was the moment we kept coming back to. Magnesium Lotion, our Nightly Reset, is formulated to support relaxation and recovery for both babies and moms, which is why we built it as a family product rather than a baby-only one.
Doesn't a Brand Need More Products to Be Taken Seriously?
Not in our experience. A long product line can just as easily signal that a brand is optimizing for shelf space as it can signal expertise. Two products we've tested for years and would put on our own children without hesitation tell you more about our standards than twenty products we rushed to market would.
How Can You Tell If a Small Product Line Is Intentional or Just Early-Stage?
This is a genuinely useful question to ask about any small brand, not just ours. A few things to look for: does the brand explain why each product exists, or just that it exists? Can you find the full ingredient list without digging, and does the brand explain what each ingredient does? Has the founder been public and consistent about their reasoning over time, or does the story change depending on what's being sold that quarter? A brand that's curating on purpose will usually be glad to answer these questions directly — we certainly are.
Will Kindred Naturals Ever Expand the Line?
Possibly, eventually. But we've committed to a simple rule for ourselves: nothing gets added to the Kindred Naturals shelf until we'd feel completely comfortable using it on our own kids every day, the same standard we held our first wash to. That means growth will always be slower than it could be. We're fine with that trade-off.
What Does This Mean for You as a Parent Shopping for Clean Products?
It means you can spend less time cross-referencing a dozen SKUs and more time trusting that the two products on our site were made with real intention. Our Baby Shampoo & Body Wash and Magnesium Lotion are designed to work well together as part of a simple nightly routine — often paired as our Pure & Calm Bundle — rather than as two items in a much larger, harder-to-vet lineup.
Frequently Asked Questions
Why does Kindred Naturals only have two products?
We formulate slowly and only add a product once we'd use it on our own kids every day without hesitation. Two well-tested products, in our view, beat a large line built for speed.
Is a brand with fewer products less trustworthy?
Not necessarily. A small, well-documented line can actually be a sign of intentional formulation, while a large line can sometimes mean less scrutiny per product. Look at how transparent the brand is about ingredients and reasoning, not just how many items are on the shelf.
Are Kindred Naturals products meant to be used together?
Yes. The Baby Shampoo & Body Wash and Magnesium Lotion were designed as companions in a simple bedtime routine, which is why we offer them together as the Pure & Calm Bundle.
Will Kindred Naturals add more products in the future?
We're open to it, but only once a new product meets the same standard our first two did. We're not working from a launch calendar.
Is Magnesium Lotion only for babies?
No — it's formulated as a family product and is used by both babies and moms in our own house.
If you're curious why Kindred Naturals only sells two products and what a genuinely small, intentional product line looks like in practice, you can see both of ours at shopkindrednaturals.com.
Written by Mike & Carly Pronsky, founders of Kindred Naturals.