“I’m not really interested in being in front of the company as a face all the time,” says Kate Hudson, the Golden Globe-winning actress and founder of the serial brand. “The only thing I know is that I’m not a CEO. I don’t want to run a company.”
Hudson said to Inc.’s What I Know podcast that despite constantly working on ideas for new products and businesses, she found she preferred to partner with experienced founders to handle day-to-day operations. (“I’m Aries. I’m bored. I gotta keep moving,” she says.) She did it with Fabletics, the member-powered activewear brand she co-founded. and endorsed from 2013 to 2021. She did it with King St. Vodka, a brand she helped launch in 2019. And she did it with her latest venture, InBloom, a herbal-based supplement company. plants she helped debut in August 2020.
But Hudson insists she’s not a passive influencer, just selling products on a feed after a few photo shoots. This may come as a surprise to new partners, who usually ask her to get as involved as possible, perhaps not expecting much due to her already busy schedule. “I’m the opposite…you have to wonder if you’re comfortable with my involvement,” she says. She is particularly interested in R&D, product formulations, pricing and marketing strategy. “No product will pass without my hands on it.”
Perhaps part of Hudson’s background as an in-demand actress influenced her desire to only partner with brands that excite her enough to get her hands dirty. She says when she was approached for direct sponsorship deals, “It always made me feel a little uncomfortable because it didn’t feel authentic to me.”
These days, her goal with New York-based InBloom is to make wellness via vitamin and herbal supplements accessible to a mass market, but also to do no harm to the planet. With these two ideals often at odds, she explains, building the business with sustainable practices and products becomes a game of tight margins.
“I think every business should have a responsibility. I think every business these days has a mission,” says Hudson. “It’s just that some people are more willing to cut their margin than others. For me, I’d rather have a smaller margin, make a product more affordable, and do less so I can build more of it. I look longer term than in the short term.”
For my full interview with Kate Hudson, click on the player below or find What I Know in Apple Podcasts, or wherever you listen.