KIC launches women-focused hydration products in stores

Australian wellness brand KIC is expanding beyond its digital origins with the introduction of KICHydration, a new electrolyte product line specifically designed for women. This move represents a shift from the company’s roots as a fitness app into physical retail, targeting everyday hydration needs that most existing products overlook.

KIC Unveils Two Women-Focused Hydration Lines

The company was established in 2015 by Steph Claire Smith and Laura Henshaw, who have since built a user base of 2.8 million across 120 countries. With this new venture, KIC is entering the competitive hydration market with two distinct ranges: KICHydration Everyday, now available in 480 Priceline Pharmacy and Priceline stores nationwide, and KICBump Hydration, sold exclusively at The Memo, a retailer specializing in pregnancy and postpartum support.

Unlike traditional electrolyte products, which focus heavily on sodium for athletes, KIC’s formulations take a different approach. The Everyday line, developed with dietitian Caitlin Ireland, prioritizes 500mg of potassium citrate per serving alongside 250mg of sodium, along with magnesium, calcium, vitamin B6, and prebiotic fiber. Flavors include Mixed Berry, Watermelon + Mint, and Orange + Pineapple. The KICBump range adds choline to address the unique needs of pregnant and postpartum women.

Smith’s decision to develop these products stemmed from a straightforward observation: most women do not require the high-sodium formulas designed for endurance athletes. “As a mum, business owner and someone who is constantly juggling a million things, I know how easy it is to get to the end of the day and realise you haven’t had nearly enough water!” she said.

The founders’ personal experiences directly influenced the product’s development. Henshaw recalled using electrolyte drinks while training for the New York Marathon, only to later realize her body no longer needed the same sodium levels once her training intensity changed. “But turns out, women don’t need more sodium — we’re already getting enough of that through our daily diet,” she noted. “We wanted to approach the formulation incredibly thoughtfully, which is why we worked closely with accredited practising dietitian Caitlin Ireland to develop a product that considered women’s everyday nutritional needs.”

From App to Store: KIC’s Next Phase

This launch aligns with KIC’s broader strategy of transitioning from digital to physical products, building on its planned 2026 opening of KICStudio, a fitness and wellness destination in Cremorne. While hydration marks the brand’s first retail expansion, Smith suggests future product development will continue to focus on women’s needs. “There are so many areas of women’s wellbeing we’re passionate about and we are keen to keep exploring products that genuinely support women through different phases of life.”

The brand’s retail ambitions rely on two key strengths: formulations tailored to women’s daily needs and its deep connection with its audience. “We’ve spent years listening to women,” Henshaw said. “We wanted to understand what was actually missing and develop something that made sense for the women we were creating it for.”

KICBump Targets Pregnancy and Postpartum Needs

The KICBump range specifically targets a demographic often overlooked by mainstream brands: pregnant and postpartum women. Available exclusively at The Memo, the product includes choline, a nutrient essential for fetal brain development and maternal liver function, alongside potassium, sodium, vitamin B6, and prebiotic fiber. The formulation was shaped by the founders’ firsthand experiences during pregnancy and early motherhood, when they noticed standard electrolyte products failed to meet the changing nutritional needs of this stage.

Both Smith and Henshaw stressed that the KICBump formulation was created with input from dietitians and their own lived experiences. Its availability at The Memo, which specializes in maternal and postpartum care, reinforces KIC’s strategy of partnering with brands that share its audience focus.

KIC’s retail strategy builds on its established trust with consumers, cultivated over years of digital engagement. The brand’s app, with over one million downloads, has supported a community where user feedback directly shapes product decisions. This approach extends to KICHydration, with the launch responding to consistent requests for hydration solutions tailored to women’s daily routines.