Steph Claire Smith and Laura Henshaw wouldn’t have been friends in high school. For long-time followers of the Keep It Cleaner co-founders, this revelation might come as a shock
Claire Smith and Laura Henshaw wouldn’t have been friends in high school. For long-time followers of the Keep It Cleaner co-founders, arguably as well known for their friendship as for their business success, this revelation might come as a shock.
At its heart, KIC is a health and wellness brand. Its intention, according to Henshaw, is to help people lead a healthier and happier life in a way that works for them. It’s a message that clearly resonates. Since its conception in 2015, there’s been an app, two podcasts, merch and, soon, their latest book, filled with lessons in looking after yourself. With Henshaw as the company’s CEO and Smith as COO, the KIC brand has gone from strength to strength.
“When my closest girlfriends, who I’ve known since year 7, met Laura, they were like, ‘She’s too nice, there must be something wrong with her,’ ” says Smith. “But it turns out she’s just an angel. It was one of those friendships where you meet and feel like you’ve known each other a really long time.”Just as Henshaw was initially drawn to Smith’s confidence, Smith admired Henshaw’s kindness and empathy.
“I opened up to Laura about my struggles before I opened up to my mum, my best friends from high school or even my partner.”“I opened up to Laura about my struggles before I opened up to my mum, my best friends from high school or even my partner,” says Smith, who has since spoken publicly about her experience with disordered eating. “When you know someone’s gone through something – or you have a feeling they can relate – you feel like you can tell them anything.
“We wanted to take things back to basics,” says Smith, talking about the development of the brand. “Looking at food as fuel, but also as something to enjoy. And movement as something you should celebrate.”But launching KIC wasn’t just the beginning of a business that would grow to have 2.1 million followers, and active subscribers from over 120 countries, it was also a moment that revealed the true potential of the pair’s friendship and the power of shared goals.
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