Kinetic to mark 30th anniversary at NOPEX

From humble ‘kitchen table’ beginnings to the multi-million-pound powerhouse business it is today, Kinetic Natural Products Distributor is celebrating 30 years as a pioneer of natural health and beauty, and it’s marking the event with a drinks reception on its stand at NOPEX this Sunday (4-5pm, stands L-M-N30).

Having launched in 1993 with two initial clients in its portfolio – Swiss hair care brand Haar Sana and essential fatty acid supplement Health From the Sun – Kinetic was forward thinking from its inception, quickly building its collection to include some of the biggest natural household names on today’s market.

Brothers Alex and Kim Barani – the brains behind the business and regulars in the Who’s Who in Natural Beauty – now lead a large team which supports dozens of ethical health and beauty brands, supplying their lines to UK, European and global retailers.

I feel a strong sense of pride at what we have achieved

“When I look back over the 30 years we have been in the business, I feel a strong sense of pride at what we have achieved,” comments Alex (pictured left).

“There are of course daily challenges running a business – at present more so than we have ever experienced, but despite these hurdles we have had a very strong start in Q1 2023,” adds Kim.

The pair – often nicknamed ‘The Dynamic Duo’ – have built Kinetic’s reputation on a range of ‘industry global giants’, establishing from the offset ‘healthy, longstanding supplier relationships’ with key brands such as JASON and Nature’s Answer, both early additions in the ’90s. From there, the catalogue grew to include Antipodes, Garden of Life, Giovanni, Neocell Super Collagen, Avalon Organics, Alba Botanica and Nutiva.

The Kinetic brands of today and tomorrow all echo the core values of the company

More recent deals have seen them add zero-waste and plastic-free brands such as We Love the Planet and Balade en Provence to the portfolio to ‘keep with the times, trends and consumer demand’. Other key trends covered by the Kinetic product range are keto, nootropics and plant-based protein, with Locako, Mindscopic and Sun Warrior joining the ranks.

As it moves into its fourth decade, Kinetic says its ‘most exciting news for 2023’ is a partnership with leading British sustainable beauty brand Beauty Kitchen.

Kinetic maintains that ‘whilst brands have come and gone over the last 30 years, the Kinetic brands of today and tomorrow all echo the core values of the company since its conception: authenticity, sustainability, quality and accountability’.


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Having spent the early part of career putting her BA (Hons) in Media Writing to use as a freelancer writer across a number of industries – from wellbeing, food and travel to design and events – Rosie Greenaway’s post as editor of Natural Products News and Natural Beauty News began in 2017. In 2018 she co-launched NPN’s 30 under 30 initiative, is a regular presenter and speaker on industry panels, is a judge of several awards schemes in food and beauty (from the Soil Association’s BOOM Awards to the Who’s Who in Green Beauty Scandinavia) and acts as an Advisory Board Member for the Sustainable Beauty Coalition.