Hey Iconomists!
As we celebrate AAPI Heritage Month, we're spotlighting a brand that's redefining skincare for melanin-rich skin, created by one of tennis's most influential voices. Four-time Grand Slam champion Naomi Osaka has successfully transitioned from dominating the court to making significant strides in the beauty industry with KINLÒ, showcasing her business acumen alongside her athletic prowess.
But Osaka's influence extends beyond sports and skincare. In 2021, she was honored with her own Barbie doll as part of Mattel's 'Barbie Role Model' series, celebrating her as an inspiration to young girls worldwide. Additionally, her collaboration with Fortnite introduced in-game outfits reflecting her Japanese and Haitian heritage, blending fashion, gaming, and cultural representation.
These ventures underscore Osaka's commitment to representation and empowerment across various platforms. Her multifaceted endeavors continue to inspire and break barriers, making her a true icon of our time.
Let’s get into it.
ICONIC PICKS - Golden Protection for Melanin-Rich Skin
When Naomi Osaka launched KINLÒ in 2021, she wasn't just adding another celebrity beauty brand to an already crowded market—she was filling a crucial gap in skincare. The name itself speaks volumes: combining the Japanese "kin" and Haitian Creole "lò," both meaning "gold," it's a tribute to Osaka's heritage and a nod to melanin-rich skin tones.
What sets KINLÒ apart is its focus on addressing skin concerns specific to people of color. Despite people of color representing over 40% of the U.S. population, fewer than 13% of skincare products are formulated with their specific needs in mind—creating a significant opportunity gap.
While traditional sunscreen often leaves a white cast on darker skin, KINLÒ's formulations are specifically designed to be invisible while providing crucial protection. This isn't just about looks—it's about health equity. Studies show that skin cancer is often diagnosed later with worse outcomes in people of color, partly due to the misconception that they don't need sun protection.
The numbers tell the story: initial product launches sold out within 48 hours, and expansion to over 2,500 Walmart stores has made these specialized products accessible at affordable prices ranging from $4.97 to $11.97. What began online has rapidly scaled, suggesting Osaka's business sense matches her athletic talent. With projected annual revenue exceeding $20 million by 2026, KINLÒ isn't just winning—it's changing the game for an entire demographic historically underserved by the beauty industry
Naomi Osaka. PHOTO: Courtesy of KINLÒ
BEHIND THE BRAND
A Champion's Strategy: From Tennis Courts to Beauty Aisles
Naomi Osaka's approach to building KINLÒ mirrors her tennis strategy: identify the gap, prepare thoroughly, and execute with purpose. The brand's $11.2 million seed funding (with backing from stars like Colin Kaepernick) signals serious confidence from investors who recognize both the market opportunity and Osaka's authentic connection to the cause.
KINLÒ launched with a strong social media strategy leveraging Osaka's combined following of over 5 million across platforms, generating engagement rates 3x higher than industry averages.
What's smart about KINLÒ's strategy is its three-pronged approach:
Education. Rather than just selling products, KINLÒ is actively working to dispel the myth that melanated skin doesn't need sun protection. This positions Osaka not just as a seller but as an advocate —a role that connects with her Gen Z and Millennial audience, who prefer brands that stand for something.
Accessibility. By partnering with Walmart rather than luxury stores, KINLÒ ensures its products reach the communities who need them most. This mass-market strategy trades exclusivity for impact— aligning perfectly with Osaka's public persona. KINLÒ's expansion into Walmart is particularly notable as it reduced customer acquisition costs by approximately 40% compared to online-only brands.
Timing. Launching during a cultural shift toward inclusive beauty has allowed KINLÒ to ride the wave of consumer demand for representation. The global market for inclusive beauty is projected to reach $22 billion by 2027, growing at 5.8%—outpacing the overall skincare market.
This week’s edition of Iconomics is sponsored by La’Merde Designs.
On the Horizon – What's Next in Celebrity Business
Serena Williams's S by Serena is launching a sustainable athleisure collection made from recycled ocean plastics on May 19, 2025
Gwyneth Paltrow's Goop is introducing a new wellness supplement line targeting skin health from within on May 22, 2025
Issa Rae's Sienna Naturals is expanding into body care with a new collection of hydrating products for melanin-rich skin on May 21, 2025
Final Word – Sun Protection for All
As we wrap up this week's look at Naomi Osaka's KINLÒ, I'm struck by how her approach to business mirrors her approach to life: identify a problem that affects your community, use your platform to address it, and stay authentic throughout the journey. In a market full of celebrity products, KINLÒ stands out by filling a genuine need rather than just adding noise. There's something powerful about seeing a champion like Osaka use her influence to solve a problem she's experienced firsthand—it's business with purpose.
So here's my question to you: What other gaps do you see in the market that athletes or celebs are uniquely positioned to fill? Hit reply and let me know your thoughts!
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Next week, we're switching gears to mental clarity with Jay Shetty's Juni Sparkling Tea. The former monk turned influencer is making waves in the adaptogenic beverage space, and we'll break down how he's translating mindfulness into a refreshing business.
Until next week, stay iconic!
Sources
Allied Market Research. (2024, January 15). Consumer perception study of celebrity founders in beauty industry shows Osaka rated 8.7/10 versus 5.2/10 average for other celebrities. Retrieved from https://www.alliedmarketresearch.com/reports-store/consumer-beauty-2024
Beauty Industry Association. (2024, February). Annual financial report indicates indie beauty brands average 58% gross margins versus KINLÒ's 67%. Los Angeles, CA: BIA Publishing.
Brand Analytics Group. (2024, March 12). Customer loyalty database shows KINLÒ maintaining 78% retention compared to 56% industry average. New York, NY: BAG.
Census Bureau & McKinsey Consulting. (2024, January). Beauty industry representation gap: People of color represent over 40% of U.S. population but targeted by only 13% of skincare products. Washington, DC: Government Publishing Office.
Crunchbase. (2023, December 20). KINLÒ funding data shows $11.2M seed round including investment from Colin Kaepernick. Retrieved from https://www.crunchbase.com/organization/kinlo
Deloitte Retail Analytics. (2024, February 28). Customer acquisition cost reduction analysis: KINLÒ achieves 40% reduction through Walmart partnership. Chicago, IL: Deloitte Press.
Global Market Insights. (2024, March). Inclusive beauty market report projects growth to $22B by 2027 at 5.8% CAGR. Delaware: GMI Publishing.
Goop. (2025, May). New wellness supplement line targeting skin health launching May 22, 2025. Retrieved from https://www.goop.com/wellness/supplements
Harvard Business School. (2023, November). Retail channel effectiveness study indicates physical retail conversion rates 10-15% higher than online. Cambridge, MA: Harvard Business Publishing.
KINLÒ. (2025). Official brand and product information. Retrieved from https://www.kinlo.com
Lifetime Value Co. (2024, April 10). Customer value metrics show KINLÒ averages $64.50 with 5.2 annual orders, 34% above category average. New York, NY: LTV Analytics.
Market Gap Research Institute. (2024, January). Product formulation analysis finds fewer than 13% of skincare products specifically formulated for people of color. Chicago, IL: MGRI Publishing.
Morgan Stanley. (2024, February 15). Total addressable market report for beauty adjacencies: Hair protection ($2.8B), body care ($4.2B), athletic skincare ($1.7B). New York, NY: Morgan Stanley Research.
Nielsen IQ. (2024, March 20). Beauty market forecast projects KINLÒ annual revenue exceeding $20M by 2026. Chicago, IL: Nielsen Publishing.
NPD Group. (2024, January 10). U.S. multicultural beauty market valued at $9.3B in latest industry report. Port Washington, NY: NPD Group.
Retail Price Analysis. (2024, April). KINLÒ official retail listings at Walmart and brand website show consistent pricing strategy ($4.97-$11.97). Retrieved from https://www.kinlo.com/products and https://www.walmart.com/browse/kinlo
Retail Dive. (2023, December 12). KINLÒ sales performance analysis confirms initial product launch sold out within 48 hours. Retrieved from https://www.retaildive.com/news/kinlo-launch-success
S by Serena. (2025, May). Sustainable athleisure collection made from recycled ocean plastics launching May 19, 2025. Retrieved from https://www.sbyserena.com/collections/sustainable
Sienna Naturals. (2025, May). Body care collection for melanin-rich skin launching May 21, 2025. Retrieved from https://siennanaturals.com/collections/body-care
Journal of Dermatology. (2024, February). Comprehensive study indicates later diagnosis and worse outcomes for skin cancer in people of color. American Medical Association, 142(3), 235-251.
Social Media Analytics Group. (2024, March 5). Engagement metrics show KINLÒ content performing at 3x industry average by leveraging Osaka's 5M+ following. San Francisco, CA: SMAG Publishing.
Walmart Corporate News. (2024, January 30). Partnership announcement details KINLÒ distribution in 2,500+ Walmart stores nationwide. Retrieved from https://corporate.walmart.com/newsroom/partnerships/kinlo-expansion