Founded in 2021 as a clean-label beauty platform, Kindlife has evolved into a pioneer in bringing K-beauty to India’s Gen-Z.
India’s beauty industry is booming, fuelled by social media, rising skincare awareness, and demand for global trends like K-beauty. While multinationals lead the mass market, digital-first brands are reshaping the space for younger, trend-conscious consumers.
Requirement: Brand Identity Refresh and Mascot Design
To refresh Kindlife’s brand identity to better mirror its growing K-beauty positioning while keeping it playful, culturally relevant, and instantly appealing to Gen-Z.
Having created Kindlife’s original mascot-led identity in 2021, the team at Opposite HQ approached the refresh to retain its essence while aligning more closely with the brand’s deepening commitment to K-beauty.
To create a symbol that felt fresh, fun, and flexible enough to grow with the brand’s expanding community and digital-first presence.
The new avatar of Kiki cleverly incorporates the Korean Heart (finger heart), a universally recognised symbol of South Korean culture.
This evolution anchors Kindlife firmly in the world of K-beauty while staying true to its spirit of kindness.
Created from scratch as a 3D-first symbol, the new Kiki is cuter, livelier, and brimming with personality. With endless possibilities for expressions, poses, and movement, Kiki becomes both mascot and cultural ambassador, making Kindlife instantly recognisable, relatable, and loved.