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About Us

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Rebecca Medcalf, Emma Dowling + Melissa Krueger

Owners + Founders

Welcome to conscious.kin.

This is a place of acceptance, connection and calm. 


conscious.kin supports ethical, transparent, sustainable and community-minded global brands.

Empowering you to buy wisely is, for us, simply second nature. 

Less but better.

Our mission is to redefine modern beauty and encourage an intentional and mindful approach to beauty and well-being. 


We source only the best, high quality, completely effective and naturally luxurious products from hand-picked brands; companies that care about ethical sourcing and believe that good service still holds real value - to you, our community and the environment.

When you look around our unique showrooms at James St, Fortitude Valley (07 3852 1096), Latrobe Terrace, Paddington (07 3511 7728), or our online showroom you can be rest assured that every product, story or image you see in our space has been deliberately placed there because we believe in the message it sends.

Our curation process is guided by the internationally recognised Real Beauty Manifesto, being six pillars encompassing sustainability, purity, compassion, community, transparency and honesty. It is incredibly important to us the products we offer are free from unnecessary additives and fillers. As such we independently conduct audits of ingredients by leading industry professionals to make sure there are no hazardous synthetic chemicals that may affect the wellbeing of our community.


At conscious.kin we care that you feel the best version of yourself. We believe that you have the right to make choices that reflect your values and ideals. Our job is to make sure that you never have to compromise quality, value or your integrity in that pursuit.


Beauty and wellness can be inseparable.


I firmly believe in a shared-success ethos to business and creating positive change through equality, diversity, technology and embracing ethical business on a global scale. 

Early on I swapped city lights for the vast open spaces of the Australian Outback. I spent years as a jillaroo in some of Australia's most remote landscapes. I went on to own and operate my own sustainable cattle grazing company, study at university and raise two outrageously curious, brave little toddlers before changing my professional sights to a different direction.

At 35 I literally 'sold the farm' and swapped jeans and dust for a lap-top and lipstick and started what was then Organic Index Pty Ltd. An omni-channel retailer for genuine, ethical and transparent skincare brands from around the world.

Favourite Quote:
"If you can't see the light at the end of the tunnel... go up there and light the bloody thing yourself!." Sara Henderson.


People and their potential – that has been the theme of my life. I am tenacious, I wear my heart on my sleeve, and I stand for passion, persistence, momentum and metamorphosis. 

In life we are all students, just as we are all teachers and I bring not only Training and Professional Development to our team, but also my own personal journey from decades of body dismorphia through to finally understanding, accepting, loving and nourishing my physical, emotional and spiritual self. 

I am the first to reach out and connect with people. It fills my cup and I love nothing more than when two like-minded people come together, crack down whatever non-serving belief systems that are holding them back, and help each other grow into the people they are and have been all along... oh yeah, and I am a chronic oversharer ;)

Favourite Quote:

"It takes many feet to walk the Earth, life would be boring if we were all the same." Unknown





Emma is design savvy and aesthetically focused. She is the creative drive behind the conscious.kin direction,  look, feel and customer experience - both online and in-store. 

Emma has a real connection to nature, acting with intention and living consciously. Her favourite moments are sitting with a good book at home, listening to podcasts whenever she travels but more than anything else, raising her daughter to live intentionally as a woman and without apology.

Her wealth of knowledge and insatiable curiousity ensures that we are continously evolving, forever current and at the forefront of the groundswell that is occuring in the natural beauty revolution. She really does shape and guide the way we deliver our messages to our community.

Favourite Quote:

"Out beyond idea of wrongdoing and rightdoing, there is a field. I'll meet you there." Jelaluddin Rumi, 13th Century

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