Meet the Team

the kind store team members photo in HQ.

Our Mission: To make the best choice for people, planet and animals.

The Kind Store is a curated selection of vegan, natural and sustainable essentials for you and your home so you can shop sustainably and live a cruelty-free lifestyle. We try and test every product in-house and stock over 100+ independent and zero waste brands. We are transparent in everything we do, are vegan owned and operated and donate 10% of our profits to Tower Hill Stables Animal Sanctuary.

Founded by Natasha Tyler in March 2018 who believes everybody can make a difference and we all have the power to instigate change with our wallet. "By making small achievable changes to your daily life, you will have a big impact on the environment, animals and yourself! Where you spend your money will shape the world we live in".

We source products based on our 10 Principles which you can find over in our Sustainable Business Plan.

The Kind Store has held community events at animal sanctuaries to give back and is regularly featured in national press in both print and online. Natasha has been a guest on podcasts and created her own IGTV channel 'Kind Conversations', having built the store from scratch with zero retail experience. Natasha's partner, Mum, Dad & friends have all helped along the way in creating the store and we have now grown to a two-person team.

The Kind Store has a wonderful and loyal community following both on social media and with repeat customers (THANK YOU) and we are proud to showcase our Feefo 5 Star Reviews from trusted customers.

Meet The Team

natasha lovegrove formerly natasha tyler also known as tash founder of the kind store sustainable female business owner

Natasha Lovegrove (aka Tash), founder of The Kind Store

I guess you're wondering why I started this business?

It all started over six years ago when I turned vegetarian and not long after, vegan. A more conscious outlook on the food I was eating, gradually got me thinking about the ingredients I put on my body, the methods of manufacture and the disposable lifestyle so many of us lead.

I didn’t have any big ambitions at the time, I just wanted to do what I could to reduce my impact on the world whether helping to alleviate the suffering of animals or reduce the waste in my bin.

I was soon on an active mission to learn more, but it was so time consuming, frustrating and more often than not, impossible to find sustainable alternatives or access them easily. I remember wishing it was all in one place! And in fact, it is still difficult to confidently shop for 100% vegan and natural products. I research and check every single ingredient used in our products so you don't have to.

I created The Kind Store to bring together all of my favourite tried and tested products and I can't wait to share them with you! I have spent many months over the past six years (and still am) searching for vegan and sustainable products, and I'm really passionate about the benefits of natural products too, not only for you but for the planet.

I hope you feel inspired to try out some of the amazing products I stock and I can't wait to hear your feedback.

For those of you that are loyal customers of The Kind Store, I cannot thank you enough for helping me grow the store which gives us a louder voice to demand change throughout the supply chain and showcase or zero waste and cruelty free products to more people. Thank you, thank you, thank you!

Tash x

sammi phillips team member at the kind store.

Sammi Phillips, Fulfilment, Customer Service & Marketing at The Kind Store

I guess you’re wondering why I joined The Kind Store?

Before working for The Kind Store I had worked for a variety of companies in lots of different industries from cleaning to banking to childcare. However, I never felt fully satisfied.

Deep down I knew that I wanted to give back, make a difference and live more sustainably (not just in my personal life but in my work life too). Not long after I realised this, Tash’s post popped up on my Instagram feed saying ‘We’re hiring!’.

After researching The Kind Store, everything about this eco-friendly company resonated with me and I knew this was the company I wanted to join. I was inspired by how many problems Tash was already helping to prevent: from period poverty; animal sanctuaries; the meat industry; the plastic problem; and single use products. 

I could not be more grateful to be a part of The Kind Store team and to have a job where I get to send out such beautiful products that help encourage people to be kinder, more conscious and aware of their impact on this world. 
I am humbled to be included in a community of kind-minded people and customers. Thank you to all of you for supporting us and making this possible :)

Sammi x

From Tash "Sammi is an all round superstar and helps keep the business moving day-to-day. Sammi packs the majority of orders, replies to customer enquiries and sorts out problems! Sammi is also helping behind the scenes too and creating really helpful blog posts to help our customers. She heads up our Facebook page and has recently started working on our newsletters and lots more marketing initiatives behind the scenes. It's great to have somebody on the same wavelength as me to share new ideas. We've brainstormed so many...we just need to find the time to put them in action!" 

abbi garrod team member at the kind store.

Abbi Garrod, Fulfilment & Customer Service at The Kind Store

I guess you’re wondering why I joined The Kind Store? 

Hi I'm Abbi, I have just joined The Kind Store team, I love it here already! I have been cutting out plastic for the last few years and I feel really lucky to be able to work ina  field that i feel passionate about.
Packing your orders up and seeing that so many people are choosing sustainable products gives me all the feels and hope for the future!
I have a four year old son and it's really important to me that i do my bit to protect the environment and his future as well as educating him on how we can all help to look after the planet.

From Tash "Abbi has joined us very recently and has fit right in. It's so exciting to see the store grow and enable our team to grow too. I love being able to work with other people who are on the same wavelength on such important topics. Abbi is already flying; packing orders and replying to customer emails and I'm sure you will all keep her busy packing more orders. I love to hear Abbi's perspective being a mother too and thinking of ideas to increase our baby and parenting range! " 


Reasons to Shop With Us

Independent brands

A curated selection of essentials and products you need with sustainability at the heart of each product. We’ve done all of the hard work hand-picking the best products available so you don’t have too. See more about our brands here.

Shop small

Supporting small brands and my store will slowly bring about change. For example, we demand plastic free packaging from our suppliers, some of whom didn't do this before us. They now have plastic free packaging for all of their customers and we have even offered advice and brainstormed with brands on how to reduce plastic and waste from their product ranges.

The more you support us, the more power we have to demand change up the supply chain.

By demonstrating to larger brands that you support us doing the right thing it will hopefully persuade them to look into their practices and value planet over profit like us.

Buy better

Buying less but buy better. Our products are not only better for the environment, they are also better quality than cheap disposable items and actually work.

Tried and Tested

We believe that in order for the most people to make changes to their daily routine, the products also need to perform equally, if not better and also look good, which is why we try and test every product (and so do our friends) to ensure it will impress you.

Our Packaging

Our packaging is plastic free, prioritising reused and upcycled materials. See more information about our packaging here.

Exclusive sets

We have a small selection of exclusive gift sets, bringing together our best sellers which make the perfect starter packs or gifts to help your friends and family make sustainable switches. They are also 10% off rrp. Our gift sets can either be purchased as a branded sustainable gift box or an organic cotton bag which you can re-use.


Check out our Sustainable Business Plan or Trash Transparency sections.

Get in touch

Head over to our Contact Page and please include a subject. For urgent enquiries relating to order or shipping issues, please state in the subject and we will endeavour to get back to you within 24 hours.

The Kind Club

If you've made it this far, you're now in for a treat. Have you signed up to The Kind Club? Our monthly newsletter and rewards programme where you receive a free gift on your 2nd, 5th and 10th order over £20.