Makers Series: Kind Lips

Maker's Series

Sep 6

Written By Alex

Location: Minneapolis, MN | Specialty: Lip Balm

Abby and I were immediately drawn to Kind Lips when we first came across them. Their product is high-quality and all-natural, and their brand commitment to end bullying really moved us.

Founded in 2017 by Josh Neumann, Kind Lips has grown steadily, having produced over 500,000 tubes of lip balm since August 2021 and counting!

We were so excited to speak with Josh and learn more about Kind Lips and what’s in store for the future!

Alex (Willinglee)
Let’s go back to the beginning. How did it feel to start your own business? Were you excited? Anxious?

Josh Neumann (Kind Lips)
Prior to starting Kind Lips, I was in the real estate industry for over 10 years and had a lot of experience with being self-employed. Even with that experience, it felt very risky and scary to take a leap of faith to start a new business that I knew nothing about. There still hasn’t been a day that I regret taking that leap of faith.

Alex
Starting something completely from scratch is definitely a leap of faith. It’s scary to make the jump, but you’ve got to believe! I heard a wonderful story about the naming of your company. What was your first thought when your mom uttered the name “Kind Lips”?

Josh Neumann
It was such an amazing moment to be a part of. I had chills go down my spine and at that moment I felt a sense of destiny (as corny as that sounds) and that I knew Kind Lips was the name and that starting this company was also my new calling in life.

“I had chills go down my spine and at that moment I felt a sense of destiny.”

Alex
We can imagine the feeling! I think the name resonates with 99.9% of the population. So how do you explore and ultimately decide on a flavor?

Josh Neumann
It’s a process that I very much enjoy! I consider myself to be a “foodie” and seeking new and different flavor experiences has always brought joy into my life. The process is finding flavors that I perceive to be enjoyable and then having friends/family try them until there is a consensus on a flavor that the majority appreciates.

Alex
That sounds like such a fun process! It’s probably interesting to hear everyone’s thoughts on each of the flavor variations. When it comes to manufacturing, what's one thing that surprises people about how you make your lip balm?

Josh Neumann
Since the intention of Kind Lips was to be a reminder to speak kind words, I knew that the formula also had to be kind for your lips. I think that people are surprised at the quality of ingredients that we use. I honestly don’t believe there is a higher quality product on the market.

Alex
Nowadays people are so conscious about what they put in and on their bodies—and for good reason! Sourcing high-quality ingredients that are safe and beneficial is one of big reasons we love your product. How many tubes of lip balm do you think you’ve produced? Does it make you smile when you think of all the positive messaging going out into the world? Not to mention the 20% of profits to end bullying!

Josh Neumann
We have produced over 500,000 tubes which blows my mind! I still answer every call that we receive, and my favorite calls are when people call to talk about how the brand has positively impacted their lives. I could answer those calls all day/every day!

“I still answer every call that we receive, and my favorite calls are when people call to talk about how the brand has positively impacted their lives.”

Alex
I love that you still answer every call—and I’m sure the customers are happily surprised as well! How about on the other end of the spectrum. When times get hard, what keeps you going?

Josh Neumann
Starting Kind Lips and completely walking away from my previous career has definitely brought many challenging times both mentally and financially. My trust in God and knowing that there is a larger purpose behind this brand is what keeps me moving forward. I believe Kind Lips will be the largest lip balm company someday (hopefully while I’m alive) and will do its small part in trying to make the world a more kind place.

Alex
The world would be a better, and more healthy place if Kind Lips were the largest in the world. We look forward to the day! Speaking of the future, what are you excited about in this coming year for Kind Lips?

Josh Neumann
We are launching in some national chains this year! This will bring new logistical and personnel challenges, but will also help to make us better and more prepared to continue to grow! We also launched a school program: parents or anyone can sponsor a classroom where the students get a tube and write a kind word about themselves as well as someone else in the room.

“We also launched a school program: parents or anyone can sponsor a classroom where the students get a tube and write a kind word about themselves as well as someone else in the room. ”

Alex
That is brilliant, we love that! So sweet and fun for the kiddos. So what do you do to wind down when you're not building a great brand?

Josh Neumann
I love going to the grocery store. I leave my phone in the car and walk up and down every isle and dream up what I want to make to eat.

Alex
Ha, I wish Abby and I loved cooking that much! It does sound like a wonderful way to disconnect and de-stress at the end of a long day. For those starting their first business, what’s one piece of advice you have for them?

Josh Neumann
There are so many aspects to starting a business and in my experience, most potential entrepreneurs think too much. They think of all the potential downfalls and then talk themselves out of starting their dream business. When I was working on the labels for Kind Lips, I delayed the process because I didn’t think they were perfect. I kept making small tweak after small tweak. Then one day I was having a conversation with a friend and telling them my struggle and they asked me how many iPhones there were. I answered with 7 and she asked, “if Apple is continuing to change and improve and grow, why can’t you just get the product and label out now and then grow and adjust later?” I approved the labels that day and realized that this business, similar to life, is a journey of growth and opportunities to improve. Give yourself the grace to make mistakes and don’t expect perfection, but always seek it.

Alex
“Don’t expect perfection, but always seek it”—that’s great advice to not overthink. It can cause decision paralysis and limit someone from achieving their goal.

Thank you so much for the time, Josh! We loved learning more about you and Kind Lips, and feel so fortunate to carry your product in our shop. We love being able to help spread your message of kindness.