Kirks Aims to Attract Younger Consumers with Rebrand


Kirk's, a brand specializing in natural soap products, has unveiled its new branding, packaging graphics and product forms. With these updates, the brand intends to appeal "savvy millennials and young families."

According to Kirk's, the re-brand and updated packaging modernizes its look while maintaining the heritage elements. Additionally, the packaging makes it easy for natural-product shoppers identify product certification. 

Katherine Jarnigo, Co-CEO of Kirk's, said, “With the brand refresh and line extensions, we want Kirk’s to evolve from being ‘your mother’s natural soap’ to the brand that millennial moms and growing families turn to and trust. The world of personal care products continues to change, with greater demand for natural, eco-friendly formulations among younger shoppers. For them, it’s a non-negotiable. Kirk’s is seeing growth in our traditional bar soaps, which have been American- made since 1839, and especially strong demand for liquids, which we are rolling out this fall.”

Kirk's Introduces Two New Liquid Cleansers

  • Odor Neutralizing Hydrating Hand Wash: The hand wash contains coconut oil and aloe vera to leave hands soft. The wash also contains a natural vegetable fermentation technology—similar to some natural deodorants, according to the brand—which helps to eliminate pungent odors. Available in Fragrance Free, Lemon & Eucalyptus and Rosemary & Sage, the 12 fluid ounce hand wash retails for $5.49.
  • 3-in-1 Head to Toe Nourishing Cleanser: This cleanser can be used to clean and moisturize hair, face and body. Available in Orginal Fresh Scent and Juniper & Lime, the 32 fluid ounce cleanser retails for $10.99 
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