KIC launches women-focused electrolyte line in Australian pharmacies
KIC, the Australian wellness company that started as a digital fitness platform, is now entering physical retail with a new line of electrolyte products designed specifically for women. Founded in 2015 by Steph Claire Smith and Laura Henshaw, the brand now reaches 2.8 million users across 120 countries, but this latest initiative represents a major transition from apps to store shelves.
The introduction of KICHydration, available nationwide through 480 Priceline Pharmacy and Priceline locations, addresses a gap in the hydration market. Unlike most electrolyte brands, which cater primarily to athletes, KIC’s Everyday line focuses on potassium rather than sodium, delivering 500mg of potassium citrate and 250mg of sodium per serving, along with magnesium, calcium, vitamin B6, and prebiotic fiber. The flavors include Mixed Berry, Watermelon + Mint, and Orange + Pineapple.
Development of the product involved Caitlin Ireland, an accredited dietitian, to meet what the founders identified as an unmet need. Henshaw explained that while she used high-sodium electrolytes during marathon training, she later recognized women often require less sodium in daily life. “We didn’t set out to create another electrolyte product because hydration was trending,” she said. “We began questioning why the hydration category was so heavily focused on athletes when so many women were looking for something to support their everyday wellbeing.”
Pregnancy and postpartum hydration solutions
The launch also features KICBump Hydration, a specialized line for pregnancy and postpartum support, carried by The Memo. Both Smith and Henshaw drew on their personal experiences—Smith was postpartum during development, while Henshaw was pregnant—to ensure the products addressed real needs. Henshaw noted, “We wanted to create something that recognised those changing needs, because what works for a woman in one phase of life isn’t necessarily what she needs in another.”
This retail expansion aligns with KIC’s broader strategy of combining digital engagement with physical products. Earlier this year, the brand opened its first KICStudio in Cremorne, adding a physical fitness space alongside its existing app, podcasts, and editorial content. Smith described the Priceline partnership as a “milestone,” marking the shift from digital-only operations to widespread retail availability.
The formulation of the KICHydration Everyday range represents a deliberate move away from high-sodium electrolyte models that dominate the market. Traditional options often contain high levels of sodium per serving, whereas KIC emphasizes potassium citrate, a mineral vital for muscle function, nerve signaling, and fluid balance. Ireland pointed out that potassium deficiencies are more common among women than sodium shortages, particularly for those managing stress, sleep irregularities, or hormonal changes. The addition of prebiotic fiber further sets the product apart, as most competitors overlook gut health in hydration formulas.
Community-driven product development and retail strategy
The collaboration with The Memo, an Australian retailer focused on pregnancy and early motherhood, highlights KIC’s dedication to life-stage-specific wellness. The placement of KICBump Hydration there follows extensive testing with expectant mothers in KIC’s private Facebook groups, where feedback on taste, texture, and nutrient absorption directly shaped the final product.
Although KICHydration represents the brand’s first retail venture, Henshaw believes the brand’s longstanding relationship with its audience will also be central to its retail success. “I think another really important part of this is the community we’ve built over the past decade. We’ve spent years listening to women, understanding their challenges and learning what they actually want from their wellbeing routines.”
KIC’s retail plans also include a subscription model for its hydration ranges, allowing automatic deliveries aligned with menstrual cycles or pregnancy trimesters. This builds on the brand’s app, where users already track hydration, cycles, and stress levels. The subscription tier will offer access to dietitian-approved meal plans and virtual workshops, further integrating product and service. Smith emphasized the goal of creating “a reinforcing cycle”, where retail purchases enhance digital engagement and vice versa, rather than treating the two as separate. The first subscription pilot is scheduled for Q1 2025, targeting KIC’s most active users.
