Kenton Athletics is a new brand of natural men’s body care products created from scratch by founder Kenton Shirk. The company is based in Providence, RI and currently features one main product, their 2 in 1 Body & Hair Wash product available in three different formulations (Surf, Mountain & Trail blends).
The Body & Hair Wash is plant based, biodegradable and derives its fragrance from essential oils. Each blend has a unique clean fresh scent that is not over powering and follows the theme of the blend i.e. Trail Blend is a woody scent, while the Surf and Mountain blends are clean and fresh.
“The target market is active and health-conscious individuals. The product is particularly popular with men and teenagers because there is not a lot of natural body care options available for them,” said Shirk.
The Surf blend is the most popular scent so far with consumers according to Shirk
The body wash/hair care product is a 2 in 1 so customers only need to carry one bottle with them to the gym or on the trail. The concept also reduces the need for multiple products and in turn reduces packaging and consumption.
The packaging is simple using a stock #2 HDPE bottle which is almost universally recyclable. Graphic design was done by Shirk himself and features a masculine outdoors/natural theme.
Kenton’s products have only been in stores for 3 months now and, “so far so good,” reports Shirk.
Kenton Athletics is currently carried by Whole Foods and is available in 65 stores including all Whole Foods stores in Massachusetts, Rhode Island, Connecticut and Maine.
Shirk said his products will be available in the Denver region in October through United Natural Foods – the country’s largest natural products distributor. Consumers can also buy the products directly through Kenton Athletics web site.
Kenton Athletics is based in Providence, RI and his products are all made in the U.S.