Rooted in Family, Inspired by Nature: Shelly O’Neill on the Journey of Kx Family Care

Behind every successful brand lies a story of passion, vision, and authenticity. For Kx Family Care, this narrative is deeply rooted in a profound dedication to family, wellness, and the enduring legacy of the Marley family.

Co-created by Stephen Marley and Shelly O’Neill, the brand embodies a commitment to offering clean, effective, plant-based products suitable for all ages. Shelly O’Neill, a key driving force behind Kx Family Care, shares her insights into the brand’s journey, its impactful collaborations, and its vision for the future.

In this exclusive interview, Shelly O’Neill sheds light on the inspiration behind the brand, the strategic partnerships that have shaped its growth, and the exciting innovations on the horizon. From entering the Latin American market to ensuring sustainability and quality, Shelly O’Neill offers a glimpse into how Kx Family Care is redefining personal care and natural wellness globally.

Your brand, Kx Family Care, carries a strong family-centric ethos. Can you elaborate on the inspiration behind this journey and how it ties to the Marley legacy?

Our Founder Stephen Marley inspired me to co-create a CBD brand with and for his Kaya Lifestyle movement that was safe and effective for all ages. We both prioritize family in our lives, and we saw a growing need for natural, clean products that cater to every generation. This is why we chose the name “Kx Family Care” – a reflection of our commitment to creating wellness solutions for families.

How did your partnership with One World Products, Inc. come about, and what specific goals do you envision achieving through this collaboration?

The partnership originated from a suggestion by my friend and our in-house marketing associate, Kamel Jacot-Bell. He recommended connecting with Mr. Isiah Thomas and his team to expand into the Latin American market. With guidance from Jason White, one of our top business advisors, we successfully closed the deal, creating a mutually beneficial collaboration aimed at making Kx Family Care a global brand.

In what ways does One World Products’ presence in the Latin American market contribute to the production and distribution of Kx Family Care products?

One World Products offers the infrastructure we need, from state-of-the-art factories to strong retail distribution networks. Their facilities allow us to efficiently produce and distribute Kx Family Care products in Latin America while maintaining our commitment to quality.

NBA legend Isiah Thomas plays a significant role at One World Products, Inc. How has his involvement influenced Kx Family Care’s growth and product development?

Isiah and his team were impressed by our Kx Muscle Rub formula, which gained acclaim after being tested by the NBA Trainers Association. This led to the creation of his signature “Pro-11” Performance Rub, based on our formula with enhancements like Jamaican Black Castor Oil for specific issues like bone spurs. This collaboration has established us as a trusted manufacturer for both his brand and ours.

With plans to enter the Latin American market, how do you intend to integrate Kx Family Care’s values into campaigns tailored for this audience?

We plan to develop campaigns that resonate with the Latin American market by incorporating authentic imagery and music from Stephen Marley and his children. By collaborating with one of the top marketing agencies in the region, we’ll ensure our messaging aligns with the cultural nuances and values of the audience.

How do you envision this partnership enhancing Kx Family Care’s global presence and impact?

It’s about synergy – more partners mean more power. By joining forces with One World Products, we’re amplifying our reach and capacity to serve a global audience.

What challenges do you foresee in entering the Latin American market, and what strategies are you employing to address them?

The main challenge will be pricing, as price points in Latin America will need to be lower than in the U.S., impacting margins. However, with strong relationships and a highly skilled team, we’re confident in tackling these challenges as they arise.

The Marley family is synonymous with music and natural healing. How does this legacy shape Kx Family Care’s brand identity and product philosophy?

Stephen Marley beautifully summed it up in our first Daily Mail interview: “My grandma would go into the yard, gather herbs, and mash them up, and we would eventually feel better.” This culture of plant-based healing, combined with music’s transformative power, is central to our brand. Inspired by Bob Marley’s vision of plants as “the healing of all nations,” we aim to serve multigenerational families with products rooted in natural wellness.

Ensuring quality is vital in the CBD industry. How does Kx Family Care maintain the highest standards for its CBD-enriched personal care products?

We source our essential oils and CBD from trusted suppliers with decades of experience. Each batch undergoes rigorous testing, and we post Certificates of Analysis (COAs) on our website for full transparency. Additionally, our products contain zero THC, ensuring they are safe for all ages.

Cannabis and hemp products are gaining traction in wellness. What role do you believe they will play in the future of personal care?

As the stigma around cannabis and hemp fades, these products will become integral to personal care and wellness. We are proud to lead the way as one of the first CBD-focused family brands, paving the path for a more inclusive future.

Education is a key pillar of your brand. How does Kx Family Care empower consumers with knowledge about CBD and its benefits?

Stephen often says, “Education before recreation.” This principle drives our content strategy, ensuring that our customers understand the benefits and proper use of our products. Education is one of our core pillars and integral to our mission.

Can you share a sneak peek of upcoming product innovations or additions to the Kx Family Care portfolio?

We have exciting new products launching in early 2025, including a special line for women. We’re thrilled to have DJ Shacia Payne, Stephen Marley’s eldest daughter, as our first family ambassador to support this launch.

Sustainability is a growing priority for consumers. What measures is Kx Family Caretaking to ensure environmentally friendly and ethical practices?

We prioritize sustainable packaging, using glass and wood wherever possible in homage to Jamaica, “The Land of Wood and Water.” We also incorporate hemp plastics, recycled materials, and plant-based inks to align with our commitment to the environment.