the madifesto - our compass.
what we stand for and what we do about it.
madkind is a purpose-driven beauty movement. but purpose only matters if it’s more than words.
this is where we show our receipts: how we formulate, design, and deliver – with proof behind every promise.
this isn’t fine print. These are our promises. hold us to them.
no bull, just real
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We’re straight with you.
Some of our first formulas contain ingredients like mineral oil, PEGs, and fragrance blends. They’re safe, dermatologist-tested, and fully compliant – but we know some customers avoid them, and we’re already working toward stricter standards.
Every ingredient has a purpose. Every claim has a reason. Proven hydrators and barrier supporters form our baseline; when we use emerging ingredients (like snow lotus), we’ll tell you what’s known – and what isn’t.
Choice matters. That’s why every label spells it out clearly, and why fragrance-free options are on the roadmap. Our job is to make it honest. Yours is to decide what’s right for you.
planet in mind, always
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No spin: just progress & proof.
Every launch gets lighter. Every step documented.
We're confirming packaging recyclability by independent testing.
We're exploring mushroom, hemp, and bamboo alternatives,
plus solid formats that cut packaging almost entirely.
made for every body
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madkind isn’t built for one kind of beauty. It’s built for yours.
We're starting small with hydration, barrier care, and color.
We'll grow our range step by step.
Inclusivity isn’t a box to tick; it's our foundation.
we've got you
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Smart help for the routine lifting. Real people when you need them.
Our AI assistants handle most questions - from returns to Kind Club rewards - quickly and clearly. They’re trained on our products, brand, and policies, so they can resolve almost anything without any wait.
If something needs a human touch, that option is always visible and easy to reach. We never hide behind FAQs or make contact complicated.
Clear and fair returns. Fast replies. Real accountability. That's service, the madkind way.
kindness on repeat.
quiet giving, loud impact.
We’re not guilt-tripping anyone at checkout.
We give because it's right - not because it sells.
LOYALTY AND REWARDS
Our "3 Ps in the Same Pod" partnerships are public and proud, built to raise funds and awareness together.
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Some giving stays quiet.
We're also developing comfort packs for people going through cancer treatment — fully funded by us, tested carefully, and shared only here.
Our rewards stack gives back to you too, and we commit at least 25 % of net profits each year to causes and community.
Proof published annually.
Because the world changes faster when kindness repeats.
more from less.
self-care should fit your life, not demand a whole new one.
we’re not here for 12-step routines.
our products focus on essentials that simplify self-care.
we're developing multifunction formulas to keep routines easy, effective, and sustainable.
open to all. no empty promises.
accessibility means more than button sizes or screen readers - though we’re working on those too. it means meeting people where they are and making every interaction feel human.
from day one, our site runs with enhanced accessibility features switched on. no pop-ups shouting for attention. no manipulative countdowns. just clear design, easy navigation, and respectful space to decide.
our AI tools already help describe products, answer quick questions, and guide choices - written in plain english, not tech talk. and as voice AI develops, we’ll expand that experience so visually impaired shoppers can browse and buy through conversation, not just clicks. that’s accessibility in action.
on price: we’re self-funded. that means fair prices from the start, a rewards stack that lowers the barrier further, and savings we’ll pass on again as we grow.
because access isn’t a checkbox. It’s an attitude - and one we’re building into everything we do.
to see where this attitude comes from, read the founder stories.
progress without the noise.
we don’t chase trends or hype. we build what lasts - ideas with purpose, not panic.
right now, we’re developing package-free formats, AI personalisation, and cause-based launches where every purchase creates real impact.
we’ll only announce when timing and funding are right - not before.
have an idea? See a way we could do better?
receipts.
Promises are only real when you can see the follow-through.
This is where we’ll show progress - what’s working, what’s not, and what we’re still learning.Real updates. Real transparency.
madkind began with two people tired of corporate doublespeak. It keeps growing with everyone who expects better.
Check in here for our updated proofs: impact reports, roadmap updates, and the stories behind both wins and setbacks.
Because receipts matter more than press releases.
the do-the-right-thing revolution.
We’re not here to shout about what’s wrong with beauty, business, or tech. We’re here to build what’s right - patiently, transparently, and with heart.
madkind believes the next revolution isn’t powered by rage or dopamine hits.
It’s powered by awareness - emotional intelligence, conscious design, and collective care.
Every product, every decision, every act of kindness adds up to something bigger: a new kind of human algorithm - calm, compassionate, contagious.
We lead with empathy, listen before we move, and act from understanding, not impulse.
Because doing the right thing isn’t loud. It’s consistent. This is what “doing the right thing” looks like in motion.
