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Kindroot

A functional wellness brand creating adaptogenic lozenges to put your body and mind at ease.

  • Female-Founded
  • Clean Ingredients
FOUNDER Alisa Pospekhova
HEADQUARTERS Los Angeles, CA
Kindroot

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Behind the Brand

Kindroot was founded by Alisa Pospekhova in 2018. Alisa struggled with autoimmune and respiratory conditions since childhood, and whenever she got sick, she would get persistent coughs that would last three weeks at a time. As a result, she was a frequent consumer of lozenges. One day, Alisa found herself walking into a Walgreens for a new pack of lozenges and realized that while she had purchased the same Ricola lozenges for the past 20 years, she still didn’t feel any emotional connection to the brand. Alisa began to think about developing a different kind of lozenge — one that was natural and soothing but could also resonate with the consumer. As she was refining the concept in her mind, Alisa happened to be traveling at LAX and was going through security with a Ziploc bag of adaptogenic powders, recommended by her holistic doctor, when she was stopped by TSA. After being cleared and as she was going up the escalator at Delta terminal, the idea for Kindroot hit her.

Alisa decided to create functional lozenges by leveraging the lozenge as a convenient delivery vehicle for adaptogenic herbs and aromatherapy. She had spent the last 15 years in CPG brand management and had gone to herbalist school, so she knew what she needed to do to bring Kindroot to market. Alisa experimented with blending various adaptogens together and called up every single manufacturer she could find, but each one rejected her concept, telling her the chances of success were low. Nonetheless, she refused to give up. Alisa hired a scientist and a production expert and, 18 months later, began producing the lozenges herself. Fast forward to today, Kindroot’s products have supported the health needs of fans across the country, giving the uninspiring and stale lozenge category a much-needed facelift.

Meet the Maker

What has been your most unforgettable moment (good or bad) while building your company? - +

It still feels surreal to see our product on retailers shelves and/or website, so my heart skips a beat everytime I realize that it is really out there being purchased by real people.

What is your favorite thing to do in your free time? - +

Being a founder made me appreciate my free time so much more, so I really try to take care of my mental health and wellbeing and do things that are fun. I started playing pickleball recently, I go on nature walks and read about herbs and plants - anything that helps me disconnect from the day to day.

What is an essential part of your daily routine? - +

Some type of movement. Even on the days I don’t work out, I try to at least do a quick walk around the block - it helps to energize me and instantly lifts my mood.

What is your biggest pet peeve? - +

Not being on time - both for myself and others. I really like to stick to deadlines. It is ok for them to move, but it is important to also commit and do our best to meet them.

What is one thing most people don’t know about you? - +

I used to be a poetry reading champion when I was a kid in Latvia (yes, this was a thing!)

What do you want to be remembered for? - +

I want kindroot to have a positive impact on the world, so now that we’ve gotten through the first couple years, I am focusing deeper on our mission and community support. We have some really exciting partnerships and programs launching soon!

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