At Kiin, we like to do things a little differently, and more gently. The Kiin Standard is our way of saying: we care. About what we make, how we make it, and who we make it for. From the tiniest details in our products to the way we show up for families and our planet - it all matters.
Little ones deserve better than the bare minimum. They deserve care, thoughtfulness, and quality in every detail - and that’s what we’re always striving for, in every part of what we do.
Softly, Slowly is our brand-wide philosophy. It guides the way we do everything at Kiin; how we make products, how we connect with families, and how we move forward as a brand.
Softly means being gentle on babies, gentle on the planet, and gentle with ourselves.
Slowly means not rushing to keep up, and not creating just for the sake of it. We take our time, and we focus on doing things right - not fast.
This approach helps us stay true to what really matters: creating with care, staying intentional, and growing at our own pace.
You can read our Softly, Slowly Manifesto here.
When we say our products are Made to Love & Last, we mean it.
Here’s what that looks like in practice:
Built for real life: Our products are made to withstand spills, naps, cuddles and chaos – with softness and safety always at the core.
Carefully developed: We take our time. We create multiple samples, refine details, and test in real family life before anything is finalised.
Trusted partnerships: We work closely with manufacturing partners who share our values, building long-term relationships based on quality, ethics and care.
Conscious production: We avoid overproduction and find clever ways to reduce waste. Our burp cloth, for example, was born from repurposing leftover fabric from production runs.
Always evolving: Many product improvements come directly from the families who use them. We value honest feedback - who better to shape the future of Kiin than the people who know our products best?
We hold ourselves to a high standard across every part of the business - from concept to checkout, and everything in between. Here’s what that looks like in practice:
Natural & organic materials:We choose certified organic cotton, bamboo and other natural fibres wherever possible. These materials are gentle on sensitive skin, breathable, and safer for the planet.
Eco-conscious packaging:We keep things simple and planet-friendly. Our packaging is minimal, recyclable, compostable and often reused from supplier deliveries. Every detail counts.
Ethical production:We build long-term partnerships with factories that align with our values. That means safe working conditions, fair wages, and mutual respect. Many of our makers have been with us from the very beginning.
Product safety:We know how important safety is when it comes to your little one, which is why our products undergo thorough testing. We ensure that all our materials and products meet the applicable safety standards in Australia. Examples include UV testing for our sun hats, safety testing for our dummy chains, and toys.
Small batch mindset:We produce thoughtfully and in small runs, so we only make what’s needed. Less waste, more care.
Giving back:Each month, we donate to the Starlight Children’s Foundation - supporting health, happiness and healing for sick kids and their families.
The Kiin Standard is not a finish line - it's an ongoing commitment to thoughtful creation, care, and calm.We're all about being open and honest. We believe in transparency, listening, and continuous progress. If you have thoughts, questions, or ideas – we’d love to hear them. Because who better to help us grow than the families we create for?
Let’s keep working together to make the world a little gentler, and a little greener, for our little ones.
We're all about being open and honest. We believe in transparency, listening, and continuous progress. If you have thoughts, questions, or ideas - we’d love to hear them. Because who better to help us grow than the families we create for?
Let’s keep working together to make the world a little gentler, and a little greener, for our little ones.
