PRESS KIT
Kynd Alchemy
Fragrance-free hand soap with every ingredient on the label. Founded in Fairfax, Virginia. Launched November 1, 2026.
Press contact: Ana Bello-Elliott, Founder
Email: hello [at] kyndalchemy.com
Web: kyndalchemy.com
About Kynd Alchemy
Boilerplate
Kynd Alchemy is a small, women-owned personal care brand based in Fairfax, Virginia, making plant-based hand soap that is fragrance-free by design: no fragrance, no essential oils and no masking agents. Every ingredient is disclosed on the label, and the formula is voluntarily aligned with the EU cosmetics regulation (EC) 1223/2009. Kynd Alchemy launched on November 1, 2026, and is available at kyndalchemy.com.
Founder
Short Bio
Ana Bello-Elliott is the founder of Kynd Alchemy. A UX researcher with a lifelong sensitivity to fragrance, she built the fragrance-free hand soap she couldn't find, starting with a survey of 100 fragrance-free shoppers.
Full Bio
Ana Bello-Elliott is the founder of Kynd Alchemy, a fragrance-free personal care brand based in Fairfax, Virginia. She has lived with fragrance sensitivity her whole life, and for years she read labels looking for a hand soap that was truly fragrance-free and still felt good to use.
A user experience researcher by profession, with a background in computer science and a master's degree in Global Innovation Management, Ana approached the problem the way she approaches her research work: she asked people first. Before launching, she surveyed 100 shoppers from the fragrance-free community about what they buy, what they avoid and what would earn their trust. Their clearest answer was transparency, which is why every Kynd Alchemy ingredient is listed in full.
Ana has studied cosmetic formulation. Kynd Alchemy's formula was developed with an independent cosmetic formulator and is produced by a US manufacturer. The brand is self-funded and launched on November 1, 2026. Ana was featured in Allure in March 2026.
Quote from Ana
"I wanted a soap I didn't have to second-guess. Fragrance-free shouldn't mean clinical, and it shouldn't mean hunting through vague labels. So I put every ingredient on the bottle and let people check for themselves."
Fast Facts
Founded:
Launched:
Founder:
Ownership:
Hero Product:
Standards:
Where to buy:
Press:
2025, Fairfax, Virginia
November 1, 2026
Ana Bello-Elliott
Women-owned, self-funded
Plant-based liquid hand soap, fragrance-free
Full ingredient disclosure on every label. Voluntarily aligned with EU Regulation (EC) 1223/2009. Cruelty-free, approved by PETA.
kyndalchemy.com and Fragrance Free Nation
Our founder, featured in Allure (March 2026)
Products and pricing
Kynd Alchemy Fragrance-Free Hand Soap is a plant-based liquid hand soap for anyone who wants clean hands without a lingering scent. It cleans with a coconut-derived cleanser, is formulated without sulfates, and includes glycerin and a guar-based conditioner. The formula has a pH of about 5. There is no fragrance, no essential oils and no masking agents, and every ingredient is listed on the label. It comes in three sizes, from a travel bottle to a glass bottle made for the bathroom counter.
SIZE2 oz
12 oz
16 oz
FORMATTravel bottle
Pump bottle
Glass pump bottle
PRICE$7
$18
$26
What Makes It Different
Truly fragrance-free. No fragrance, no essential oils and no masking agents. Many products sold as "unscented" still use masking fragrance.
Every ingredient on the label. The full ingredient list (INCI) is printed on the bottle and published at kyndalchemy.com.
Held to EU standards. The formula is voluntarily aligned with EU Regulation (EC) 1223/2009, which restricts far more cosmetic ingredients than US rules do.
Designed to look good on the counter. Fragrance-free doesn't have to look clinical.
Survey Data Sheet
Findings from Kynd Alchemy's survey of 100 fragrance-free shoppers. Please cite them as "in a Kynd Alchemy survey of 100 fragrance-free shoppers."
95%
93%
82%
81%
66%
61%
said a transparent ingredient list would help them trust a brand, compared with 30% for "dermatologist or allergy tested."
have had trouble finding a fragrance-free version of a product they use.
say there aren't enough fragrance-free options.
rated it very important that "fragrance-free" also excludes essential oils and masking agents.
associate the word "unscented" with safe or gentle, even though unscented products can contain masking fragrance.
buy hand soap online; 35% buy it at natural or organic stores.
Methodology. Kynd Alchemy community survey, summer 2025. 100 completed responses. Respondents were recruited from fragrance-free communities through Facebook groups, Reddit and kyndalchemy.com. This is a community sample, not representative of the general US population. Please do not report these figures as "X% of Americans."
Images
High-resolution product photos and a founder headshot are available on request at hello@kyndalchemy.com.
Images may be used for editorial coverage of Kynd Alchemy. Please credit Kynd Alchemy.
Samples and interviews
Editors and writers can request a sample or an interview with Ana by email at hello [at] kyndalchemy.com or through kyndalchemy.com/contact.