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Andrew Bernstein Co-Founder & CEO | Kinder Beauty [email protected] (310) 922-6564 WHAT IS KINDER BEAUTY?

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Andrew Bernstein Co-Founder & CEO | Kinder Beauty Andrew@Kinderbeauty.Com (310) 922-6564 WHAT IS KINDER BEAUTY? Andrew Bernstein Co-Founder & CEO | Kinder Beauty [email protected] (310) 922-6564 WHAT IS KINDER BEAUTY? Kinder Beauty is a cause-driven consumer goods lifestyle brand dedicated to making the world a kinder place for animals, for people, and for the planet. 2 KINDER BEAUTY BOX Kinder Beauty’s first product to market isKinder Beauty Box, a monthly beauty subscription. Each month, subscribers receive a box on their doorstep packed with more than $75+ worth of vegan, cruelty-free and non-toxic beauty & self-care products that have been vetted, sampled, and hand-selected by Kinder Beauty’s team of experts. 3 WHY KINDER BEAUTY BOX? Kinder Beauty is exceptional in all the ways that matter. TRUST QUALITY VALUE Kinder Beauty’s co-founders are Kinder Beauty has strict and Kinder Beauty is able to provide well-known, trusted fixtures with well-researched brand consumers with more bang for a combined 6.5M+ followers on standards. their buck. Instagram. VARIETY AUTHENTICITY INCLUSIVITY Kinder Beauty takes a more Kinder Beauty walks the walk, The Kinder Beauty team believes holistic approach to defining a From using 100% recycled affordable vegan beauty should “beauty product.” materials to donating a portion be accessible for everyone. of proceeds to charities. 4 THE PROBLEM Millennial and Gen-Z consumers don’t want to use products formulated with known toxins, and they don’t want to support beauty brands that are testing on animals. But identifying the right products and brands can be difficult, expensive, and frustrating. Beauty brands often make There is too much conflicting It’s expensive to seek unsubstantiated claims information about what makes out and try new about their ingredients. a product “Clean,” “Vegan,” or high-end brands. “Cruelty-Free.” 5 THE SOLUTION Kinder Beauty Box makes it easier than ever to find the very best clean and ethical beauty products on the market. We conduct expert research We guarantee curation We provide and a comprehensive of the highest-quality unparalleled value for vetting process. products on the the consumer. market. 6 THE MARKET Kinder Beauty Box exists at the convergence of several well-documented and growing trends: Clean Beauty, Vegan & Cruelty-Free Beauty, and Beauty Subscription Boxes. $20,800,000,000 Global vegan beauty market by 2025 (with vegan/clean beauty growing at 2x compared to beauty market overall) 72% of woman say clean products are important 7 KINDER BEAUTY BOX COMPETITION Compared to niche boxes, Kinder Beauty provides more value (more full-sized products from top brands), has stricter clean beauty standards, and is more eco-friendly (biodegradable and compostable packaging). Compared to mainstream boxes, Kinder Beauty has the benefit of being a more attractive vegan, cruelty-free and clean beauty alternative. Alexa Rankings Petit Vegan Vour Alexa rank is a measure of website popularity. It ranks millions of websites Cuts in order of popularity, with an Alexa Rank of 1 being the most popular. Love Goodly Kinder Beauty is bridging the gap between niche and mainstream. FabFit Alexa rank Website Fun 3,455 FabFitFun MAINSTREAM 4,012 Ipsy BOXES BRAND STANDARD 8,796 Boxycharm 25,150 Kinder Beauty 120,813 Petit Vour Boxy- charm NICHE IPSY 191,356 Love Goodly BOXES 234,463 VeganCuts VALUE 8 COMMUNITY As a cause-driven company with a strong focus on community, Kinder Beauty has developed a thriving group of loyal brand devotees. Editorial Facebook Group Instagram • 3 original pieces/week • Launched Dec ‘19 • 78.5k followers • Top writers • 7,800+ members • Higher engagement than (VegNews, LiveKindly, etc.) any other beauty boxes • Growing rapidly • more than 30k • Run by influencer Daniella views/month Monet (4M+ followers) 9 PRESS JUNE 12, 2020 OCTOBER 31, 2019 APRIL 13, 2020 Uhhh, These Skincare Subscription From ‘Harry Potter’ To Vegan 10 Gifts That Deliver Fresh Skincare Boxes Are My New Favorite Thing Business: How Evanna Lynch Is Routines In A Box I...am so happy. Merging Activism And ...take the guesswork out of cruelty-free Entrepreneurship shopping. Evanna Lynch played Luna Lovegood in ‘Harry Potter’, and now co-runs vegan beauty subscription box, Kinder Beauty Box, as well as vegan podcast, The Chickpeeps. In this exclusive interview, she discusses her experience of business, and the inspiration behind podcasting and Kinder Beauty Box. MARCH 29, 2019 Kinder (Vegan) Beauty Box APRIL 27, 2020 Bringing The Idea of Ethical Beauty On Fore Front This Cruelty-Free Beauty I love exploring make-up and Subscription Service Is Gaining skincare products. And that’s Major Momentum Subscription service Kinder Beauty is the biggest reason why I picking up around 100 new subscribers subscribe (read: have an daily amid the current crisis. Its boxes addiction) to beauty boxes. are priced from $23 to $25 a month. Plant Based News 10 THE TEAM Andrew Bernstein, Daniella Monet, Evanna Lynch, Jasmin Singer, Co-Founder & CEO Co-Founder & Social Strategist Co-Founder VP of Content Hollywood exec turned cause-driven Social media influencer & actress, w/ Irish actress and vegan activist, w/ 2.5M+ Co-host of award-winning animal marketer/partnerships pro 4M+ followers on Instagram followers on Instagram rights-themed “Our Hen House” podcast Formerly at PETA, world’s largest vegan Best known for starring in iconic Starred as Luna Lovegood in Harry & animal rights org Nickelodeon series “Victorious” Potter films Former Senior Editor VegNews (world’s leading vegan media brand) Developed & produced celebrity media Longtime vegan & animal rights activist Ethical vegan since 2014 campaigns viewed by millions Named among “40 Under 40” by The Hosts popular vegan podcast, The Advocate; and “20 Under 30 Standout Equal parts activist/entrepreneur ChickPeeps Stars of the Animal Rights Movement” by VegNews Chelsea, Brianne, Naomi, Kellie, Pat, Director of Marketing Product Sourcing Specialist Merchandising Operations Lead Media Coordinator Warehouse Logistics Manager and more! 11 SUBSCRIPTION MODEL UPSELL MODEL Kinder Beauty Box offers three Each month, Kinder Beauty Box members have a different subscription plans: short window of time to “add on” to their upcoming shipment by purchasing higher-margin upsell products and bundles. As Kinder Beauty scales, this upsell model will become a major profit center. 1 2 3 The upsell items are offered at a variety of price points, Monthly 3-Month 6-Month (prepay) (prepay) and they typically sell out within hours of launch. In June ‘20, the brand generated more than $23,000 in upsell revenue in a 24-hour period. Monthly COGs (product + packing materials) Monthly COGs Product Monthly $8 Avg (product + packing materials) subscription Product upsell Margin cost Shipping cost Margin cost $7.40 (Avg) $4.65 $25 67% $28 Royalty + Misc. 70% Royalty + Misc. $1.35 $1.35 12 TRACTION Kinder Beauty has achieved significant early success and is perfectly positioned to begin scaling more aggressively. 13k 2020 Revenue 12k $2.9M+ 11k 10k $350k 9k LTV to CAC ratio $300k 8k 5.9 : 1 7k $250k 6k $200k Run Rate 5k $150k 4k $4.34M+ 3k $100k 2k $50k Churn 1k 0 $- 14% 2019 • 01 2019 • 10 2019 • 11 2019 • 12 2020 • 11 2019 • 02 2019 • 03 2019 • 04 2019 • 05 2019 • 06 2019 • 07 2019 • 08 2019 • 09 2020 • 01 2020 • 02 2020 • 03 2020 • 04 2020 • 05 2020 • 06 2020 • 07 2020 • 08 2020 • 09 2020 • 10 2020 • 12 Net Revenue Orders 13 WHAT COMES NEXT? There are two exciting paths forward for Kinder Beauty. PRIMARY GROWTH EXPANSION OPPORTUNITY Kinder Beauty has tons of room to continue scaling the Kinder Beauty is a proven and powerful marketing platform subscription and the accompanying upsell model. Short-term, that has helped countless beauty brands grow their businesses. the primary goal is to continue growing the subscriber base Kinder Beauty plans to leverage its own platform to launch and getting more revenue out of each customer. native higher-margin product lines, such as: Beauty line Home goods Mama/baby Wellness products Develop line(s) of beauty products Clean and healthy home goods Introduce Kinder offerings Think functional, organic teas to be launched through the boxes products, a la Honest Company for moms and babies and soy-based candles and on the site or Method 14 WHAT COMES NEXT? Private Label Kinder Kinder Beauty Lines Baby Box Beauty Box Candles Teas Kinder Kinder Kitchen Home Eco- Non-Toxic Cruelty- Vegan Free Friendly 15 THE RAISE $1M Type of Raise: • Research & Development • Increase in paid advertising Convertible Note • Marketing/partnership initiatives Amount Raised: • Community $630k • Enhance customer experience 16 .
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