MOVING FORWARD  🌴

FOUNDER STORY & BRAND DNA 🧬

When Brooke uses KOOK, she’s not just protecting her hair, she’s protecting her playground. And she knows it. And she tells her friends. And then they tell their friends. That’s how movements start. And KOOK is here to lead it.

What’s a challenge you recently overcame that other people might find helpful to know about? What helped you overcome it?

CREATING FORWARD WINS 🏅

Letting go of perfecting how we show up in every channel every where all the time and instead focusing or prioritizing a few things, getting them right and then moving on to the next. We obsessed and perfected our formula which was important and will always be a part of our development process, but as for the marketing, that’s always going to be a bit learn on the go. Sometimes it’s better to put things out there so they exist and build momentum knowing they can evolve over time. I realized done and in the world, especially with honest customer feedback, is better than obsessing behind the scenes.

What Creating Forward win are we celebrating this year so far? Big or small.

We officially launched. Seeing it go from an idea born on a dive boat to jars in the hands of our community feels surreal.

What stops other founders in your community from taking action?

TAKING IMPERFECT ACTION 🎯

Trying to check every box before launching. Especially in the wellness or beauty space, there’s pressure to be 100% dialed before going live, which just slows down momentum.

What is one founder challenge you think deserves more airtime?

The identity crisis that can come with launching a personal brand. Can I really do this? Who am I to do this? How do I do this? Ok I got this… I think. You're constantly evolving, but the world expects consistency.

What stops you from taking action?
How do you overcome this?

Paralysis by overthinking or feeling overwhelmed by a litany of tasks. I usually overcome this by getting on, in, or near a body of water. I like to take my dog to the beach and let her run around off leash while I talk through things out loud to myself. I might look crazy, but it works.

What’s the next big thing on your priority list?

Scaling our hero product, the Pre-Swim Hair Mask, and coming out with our next product, an SPF 50 Face Sunscreen.

We love to work with folks from our local community who are just as passionate about the big blue as we are.

Join the Kooks and get in touch to talk collaborations or share salty stories of any kind. 🌊 @got.kook

IFGT CONFIDENCE & MINDSET 🧘🏼‍♀️

How do you stay grounded or connected when the business stuff feels heavy?

I get in the ocean. Literally. A dive or surf resets everything. It reminds me why KOOK exists.

What’s a mindset shift that’s changed how you show up as a founder?

I no longer try to be “the expert.” I show up as the explorer, asking better questions and staying curious with my community. There are so many people who have awesome ideas and are down to share advice - listen, learn, and also no when to filter.

PAYING IT FORWARD ❤️‍🔥

What’s a tool, practice, resource or piece of advice that’s been game-changing for you? And why?

Voice notes to myself. They help me process ideas out loud and tap into clarity without judgment or filters.

What do you want to offer the community?

At KOOK, community is everything—and it starts right here in Los Angeles. As a brand born, built, and bathed in the Pacific, we’re deeply rooted in our local surf and wellness scene. We want to be more than a product on your shelf—we want to be your go-to ocean crew. That means hosting regular events that bring people together—beach cleanups, morning surfs, salty hangs, and creative pop-ups that spotlight other local businesses doing cool, conscious work.

Beyond LA, our mission is to inspire more people to get in the water and fall in love with it—because when you love something, you protect it. That’s why we partner with SeaTrees: every jar sold helps restore coastal ecosystems and plant mangroves in Baja. It’s a reminder that individual actions, when part of a collective movement, can ripple out into real environmental impact.

FOUNDER STORY & BRAND DNA 🧬

So, KOOK was born: performance-driven, planet-protective, reef-safe beauty essentials designed for hardcore ocean exposure. We’re about letting people chase waves, dive reefs, and live boldly without leaving a mark on the places we love.

Think of KOOK as your badass adventure buddy: tough enough for 8-hour surf sessions, kind enough to keep reefs happy, and cool enough to belong in your beach bag.

I started KOOK simply because I love the ocean. As a master scuba diver, I've had a front row seat at how beautiful the underwater world is, but unfortunately how fragile it also can be. The biggest threat to reef ecosystems is climate change and as you know, humans (through pollution, overfishing, and coastal development) are the number one contributor.

It can be hard as a consumer to know where one can start - Is this recyclable? Do I buy from the clean beauty aisle? Where should I donate?

We’re at a wildly exciting early growth stage. We’ve launched our first hero product: the KOOK Pre-Swim Hair Mask and it’s been ocean-tested (and loved) by surfers, divers, and beach enthusiasts around the world who need products that can keep up. We're proving that you can have it all: hardcore performance, clean ingredients, and real sustainability. Right now, we’re deepening our roots, growing our community, expanding partnerships, and building momentum as we gear up for new products and broader distribution.

Our philosophy is simple: Protect your playground. We exist for the wave chasers, the dive junkies, the coastal explorers who live for the ocean and know it’s their responsibility to take care of it.

At KOOK, our mission is to make products that are good for you and good for the ocean. All of our products are made with certified vegan, reef-safe, and cruelty free ingredients.

We also are made entirely in and around LA (our lab is in Gardena, our jars are screen printed in Pacoima, and we package everything up in 100% recycled materials in my apartment in Santa Monica) which means we are also very conscious when it comes to our sustainability efforts.

But KOOK is more than just slinging product; at our core, we're about community, restoring our playground, and of course, getting in the water!

In support of this, we host monthly events to bring together like minded individuals to clean up our beaches or support other small businesses. We also do a weekly polar plunge (safety permitting).

Most importantly, we partner with Seatrees, a global organization that restores reefs and marine ecosystems. We support their efforts in Baja where for every jar of KOOK purchased, we plant a mangrove in one of the last grey whale breeding lagoons and a UNESCO World Heritage Site.

root after months of living on boats around the world. It wasn’t just a vanity thing; it made me feel like I couldn’t fully keep up with my passions.

That moment of frustration turned into a commitment: If we couldn’t find something built for ocean lovers, we’d create it. But it had to be better, not just for us, but for the reefs, the waves, and the places that made us fall in love with adventure in the first place. That’s the fire that still fuels KOOK today.

Brooke’s smart. She can spot greenwashing a mile away. She chooses brands that make her feel like she’s part of something bigger, a community of salty-haired adventurers who care about the planet. She doesn’t have time for complicated routines or BS marketing, she wants streamlined, hardcore protection that keeps her looking and feeling strong.

When Brooke uses KOOK, she’s not just protecting her hair, she’s protecting her playground. And she knows it. And she tells her friends. And then they tell their friends. That’s how movements start. And KOOK is here to lead it.

TAKING IMPERFECT ACTION ⚡️

What Creating Forward win are we celebrating this year so far? Big or small.

Seeing it go from an idea born on a dive boat to jars in the hands of our community feels surreal.

We officially launched KOOK, a reef-safe, high-performance hair and skincare brand built for hardcore ocean exposure.

CREATING FORWARD WINS  🏅

What stops you from taking action?
How do you overcome this?

Paralysis by overthinking or feeling overwhelmed by a litany of tasks. I usually overcome this by getting on, in, or near a body of water. I like to take my dog to the beach and let her run around off leash while I talk through things out loud to myself. I might look crazy, but it works.

What is one founder challenge you think deserves more airtime?

The identity crisis that can come with launching a personal brand. Can I really do this? Who am I to do this? How do I do this? Ok I got this… I think. You're constantly evolving, but the world expects consistency.

What stops other founders in your community from taking action?

Trying to check every box before launching. Especially in the wellness or beauty space, there’s pressure to be 100% dialed before going live, which just slows down momentum.

MOVING FORWARD TOGETHER 🌴

How do you stay grounded or connected when the business stuff feels heavy?

What’s a mindset shift that’s changed how you show up as a founder?

I no longer try to be “the expert.” I show up as the explorer, asking better questions and staying curious with my community. There are so many people who have awesome ideas and are down to share advice - listen, learn, and also no when to filter.

I get in the ocean. Literally. A dive or surf resets everything. It reminds me why KOOK exists.

IFGT CONFIDENCE and  MINDSET 🧘🏼‍♀️

What’s a tool, practice, resource or piece of advice that’s been game-changing for you? And why?

Voice notes to myself. They help me process ideas out loud and tap into clarity without judgment or filters.

What do you want to offer the community?

At KOOK, community is everything—and it starts right here in Los Angeles. As a brand born, built, and bathed in the Pacific, we’re deeply rooted in our local surf and wellness scene. We want to be more than a product on your shelf—we want to be your go-to ocean crew. That means hosting regular events that bring people together—beach cleanups, morning surfs, salty hangs, and creative pop-ups that spotlight other local businesses doing cool, conscious work.

Beyond LA, our mission is to inspire more people to get in the water and fall in love with it—because when you love something, you protect it. That’s why we partner with SeaTrees: every jar sold helps restore coastal ecosystems and plant mangroves in Baja. It’s a reminder that individual actions, when part of a collective movement, can ripple out into real environmental impact.

PAYING IT FORWARD ❤️‍🔥

What’s the next big thing on your priority list?

Scaling our hero product, the Pre-Swim Hair Mask, and coming out with our next product, an SPF 50 Face Sunscreen.

Join the KOOK's @got.kook or get in touch about collaborations, feedback, and salty stories of any kind.

I like to say KOOK started where all the best ideas do: in the water. I'm a lifelong diver, surfer, and ocean-obsessed adventurer who got seriously fed up with the toll salt, sun, and surf were taking on my hair and skin - and even more frustrated that nothing out there actually worked or cared about protecting the ocean.

So, KOOK was born: performance-driven, planet-protective, reef-safe beauty essentials designed for hardcore ocean exposure. We’re about letting people chase waves, dive reefs, and live boldly without leaving a mark on the places we love.

Think of KOOK as your badass adventure buddy: tough enough for 8-hour surf sessions, kind enough to keep reefs happy, and cool enough to belong in your beach bag.

In support of this, we host monthly events to bring together like minded individuals to clean up our beaches or support other small businesses. We also do a weekly polar plunge (safety permitting).

Most importantly, we partner with Seatrees, a global organization that restores reefs and marine ecosystems. We support their efforts in Baja where for every jar of KOOK purchased, we plant a mangrove in one of the last grey whale breeding lagoons and a UNESCO World Heritage Site.

We’re at a wildly exciting early growth stage. We’ve launched our first hero product: the KOOK Pre-Swim Hair Mask and it’s been ocean-tested (and loved) by surfers, divers, and beach enthusiasts around the world who need products that can keep up. We're proving that you can have it all: hardcore performance, clean ingredients, and real sustainability. Right now, we’re deepening our roots, growing our community, expanding partnerships, and building momentum as we gear up for new products and broader distribution.

KOOK delivers triple-action protection, UV shielding, saltwater defense, and deep hydration with reef-safe, vegan, planet-first formulations that actually work for hardcore ocean exposure.

Our philosophy is simple: Protect your playground. We exist for the wave chasers, the dive junkies, the coastal explorers who live for the ocean and know it’s their responsibility to take care of it.

That moment of frustration turned into a commitment: If we couldn’t find something built for ocean lovers, we’d create it. But it had to be better, not just for us, but for the reefs, the waves, and the places that made us fall in love with adventure in the first place. That’s the fire that still fuels KOOK today.

Hey everyone! I’m Christina Kuklinski, founder of KOOK. I grew up in Seattle, love dogs, could survive off tacos, and spent years climbing that corporate ladder before trading my city lifestyle for two years of adventure at sea.

I like to say KOOK started where all the best ideas do: in the water. I'm a lifelong diver, surfer, and ocean-obsessed adventurer who got seriously fed up with the toll salt, sun, and surf were taking on my hair and skin - and even more frustrated that nothing out there actually worked or cared about protecting the ocean.

KOOK was born from a “this can’t be it” moment halfway across the world. I met my co-founder Justin on a dive trip in the Galápagos. We instantly connected over our love for the ocean and our mutual frustration: brittle, destroyed hair from living our best lives in the water. At that point  my    hair   was literally breaking at the root after months of living on boats around the world. It wasn’t just a vanity thing; it made me feel like I couldn’t fully keep up with my passions.

Our BFF-customer is Brooke. She’s that girl who’s up before sunrise to catch clean sets, hair still wet with saltwater by 10AM, balancing freelance gigs in between surf trips, concerts with friends, and beach cleanups. She’s adventurous but mindful; she cares just as much about reef-safe labels as she does about performance.

Brooke’s smart. She can spot greenwashing a mile away. She chooses brands that make her feel like she’s part of something bigger, a community of salty-haired adventurers who care about the planet. She doesn’t have time for complicated routines or BS marketing, she wants streamlined, hardcore protection that keeps her looking and feeling strong.

KOOK was born from a “this can’t be it” moment halfway across the world. I met my co-founder Justin on a dive trip in the Galápagos. We instantly connected over our love for the ocean and our mutual frustration: brittle, destroyed hair from living our best lives in the water. At that point my hair was literally breaking  at  the

Our unique lane is this: KOOK is where selfcare meets reef care. Most beauty brands are either eco but ineffective, or effective but harsh on the planet. We don’t believe you should have to choose.

KOOK delivers triple-action protection, UV shielding, saltwater defense, and deep hydration with reef-safe, vegan, planet-first formulations that actually work for hardcore ocean exposure.

Our BFF-customer is Brooke. She’s that girl who’s up before sunrise to catch clean sets, hair still wet with saltwater by 10AM, balancing freelance gigs in between surf trips, concerts with friends, and beach cleanups. She’s adventurous but mindful; she cares just as much about reef-safe labels as she does about performance.

Hey everyone! I’m Christina Kuklinski, founder of KOOK. I grew up in Seattle, love dogs, could survive off tacos, and spent years climbing that corporate ladder before trading my city lifestyle for two years of adventure at sea.

I started KOOK simply because I love the ocean. As a master scuba diver, I've had a front row seat at how beautiful the underwater world is, but unfortunately how fragile it also can be. The biggest threat to reef ecosystems is climate change and as you know, humans (through pollution, overfishing, and coastal development) are the number one contributor.

It can be hard as a consumer to know where one can start - Is this recyclable? Do I buy from the clean beauty aisle? Where should I donate?

At KOOK, our mission is to make products that are good for you and good for the ocean. All of our products are made with certified vegan, reef-safe, and cruelty free ingredients.

We also are made entirely in and around LA (our lab is in Gardena, our jars are screen printed in Pacoima, and we package everything up in 100% recycled materials in my apartment in Santa Monica) which means we are also very conscious when it comes to our sustainability efforts.

But KOOK is more than just slinging product; at our core, we're about community, restoring our playground, and of course, getting in the water!

Our unique lane is this: KOOK is where self-care meets reef care. Most beauty brands are either eco but ineffective, or effective but harsh on the planet. We don’t believe you should have to choose.