How Being Kind Is Building a Movement, Not Just a Brand

In a country where youth unemployment remains one of South Africa’s most pressing challenges, a growing number of brands are being called upon to stand for something bigger than the products they sell.

For Being Kind, that mission is woven into the brand's DNA.

Co-founded by Carmen-Kaye Lambrechs and developed under the Great Africa Group, Being Kind is positioning itself as more than just another personal care brand. Instead, it is building its identity around confidence, self-belief and creating meaningful opportunities for young South Africans.

On the afternoon of 10 June 2026, I attended an intimate gathering hosted by the Being Kind team and Athi Diko at Alostro Coffee Club. Bringing together journalists, marketers, influencers, students and fashion stylists, the event offered a deeper look into the thinking behind the brand and the role kindness can play in addressing some of South Africa’s social challenges.

Before the formal discussion began, guests introduced themselves and reflected on two simple questions: what basic necessities should every person have access to, and what is one act of kindness that has stayed with them. The answers varied, but common themes emerged around dignity, opportunity, education, food security and human connection. It was an unusual but fitting way to begin a conversation centred on kindness and community.

At a time when youth unemployment continues to affect millions of people across the country, Being Kind believes empowerment can begin with something as simple as helping people feel better about themselves.

Through its products, job creation initiatives and everyday acts of care, the brand carries a simple message: you are worthy of feeling good about yourself, right now, exactly as you are.

Being Kind's product range spans fragrance, body care, haircare and mood-enhancing personal care products. But according to the brand, the focus extends beyond beauty alone.

Its philosophy is built around the idea that wellbeing is connected to the mind, body and soul, with every collection designed to nurture one of those pillars.

This approach reflects a growing shift among younger consumers who increasingly look for brands that align with their values and offer a sense of purpose beyond the transaction.

For many young South Africans navigating unemployment and financial uncertainty, confidence can often become an overlooked casualty.

Research has repeatedly linked self-care, personal presentation and identity affirmation to improved confidence and mental wellbeing. Being Kind believes these everyday rituals can play a meaningful role in helping people show up differently in their careers, communities and personal lives.

“I’ve always believed that small acts of kindness can create a ripple effect,” says Carmen. “When a young person uses one of our products, we want them to feel seen, valued and gently reminded of their potential beyond what their circumstances may have led them to believe.”

During the discussion, Carmen made it clear that her ambitions extend beyond building a successful consumer brand.

“I don’t want Being Kind to just be a brand. I want it to be a movement. A community. Being Kind starts with us,” she said.

That philosophy appears to be shaping the company’s future plans.

Rather than simply speaking to young people, Being Kind intends to engage directly with them.

Carmen explained that the brand hopes to visit schools and communities to better understand what young South Africans believe should be considered basic necessities and where kindness can make a tangible difference.

The brand is also taking a different approach to partnerships and influencer engagement. Instead of focusing solely on social media reach and celebrity status, Being Kind is looking to work with people who actively champion kindness, emotional wellbeing and causes that uplift others.

These are the voices the company hopes to support through future collaborations, gifting initiatives and community-driven campaigns.

The company’s commitment to South Africa extends beyond its customer base.

Every Being Kind product is manufactured locally, supporting job creation, skills development and economic participation within South African communities.

For the brand, local manufacturing is not simply a supply chain decision but a statement about where value should be created and retained.

By keeping production local, Being Kind says every purchase contributes towards supporting South African jobs and helping build a stronger local economy.

This commitment also distinguishes the company in a beauty market where many products are imported despite being marketed to local consumers.

As South Africa continues to grapple with one of the highest youth unemployment rates in the world, the brand sees local production as one practical way of contributing to meaningful economic participation.

As part of Youth Month 2026, Being Kind has launched its "Kindness Starts With Us" campaign, an initiative aimed at recognising young South Africans who are making a positive difference in their communities.

The campaign encourages people to nominate young individuals who demonstrate leadership, mentorship, community involvement or acts of kindness that uplift those around them.

Whether they are supporting fellow youth, creating opportunities for others or simply showing up consistently for their communities, the initiative seeks to celebrate contributions that often go unnoticed.

Nominations will be submitted through the brand’s social media channels and a dedicated online entry form, with entrants required to share a video explaining why their nominee deserves recognition.

Being Kind’s story reflects a broader trend among younger consumers who increasingly expect brands to contribute positively to society.

Rather than positioning kindness as a marketing slogan, the company has built its business model around local manufacturing, accessibility and emotional connection.

As South Africa marks another Youth Month, the brand’s message feels particularly relevant: that empowerment is not only about economic opportunity, but also about helping people recognise their own worth and potential.

During the event, the team also revealed plans to expand the Being Kind ecosystem in the near future through the introduction of a dedicated men's grooming range. While details remain limited, the move signals the brand’s ambition to bring its philosophy of kindness and accessible self-care to a broader audience.

If the conversations at Alostro Coffee Club were anything to go by, Being Kind’s ambitions extend far beyond personal care products. The long-term goal is to create a community where kindness becomes something people actively practise, whether through self-care, supporting others or creating opportunities where they are needed most.

For a brand built on a simple idea, it is an ambitious vision. But perhaps that is precisely the point. Kindness, after all, starts with us.