our roadmap

The Core Focus: Finding ways to work with our 3 peas partners (beyond solely handing over cash) and encoding that as a structural cost of doing business.

• Where we started: We committed to a "Floor, not a Ceiling" model – pledging at least 25% of net profits to social and environmental causes (the 3 peas: People, Planet, Pets – [LINK]). In the beginning, this was an internal goal that we signaled through brand storytelling.
• Where we are: The 25% floor is now a defined cost within our pricing logic. 
• We launch our first active collaboration - Balm Buddies – in April 2026. This project provides an additional $ contribution to Humane Canada on top of our 25% profit floor. You can see the specific impact of this collaboration here [LINK].
• Why it matters: We do not use charity to drive a transaction. By keeping the "Giving" structurally separate from the "Buying," we ensure that our philanthropy is a reflection of our system's functionality, not an emotional hook for a sale.

The Core Focus: Moving from an aspirational manifesto to hard-coded operational constraints.

• Where we started: We launched with a "Madifesto” – a set of deeply held beliefs and a desire to make a difference. It was a declaration of intent, but it lacked the structural teeth to ensure consistent behavior across a growing organization. It relied on founder intuition rather than an engineered system.
• Where we are (humaneOS v1.0): We have replaced aspirational language with an Operational Specification. We now use hard-coded Integrity Review Checklists for every webpage, partnership, and formulation. Our governance is no longer a "story"; it is a set of constraints that force us to prioritize structural integrity over short-term commercial gain.
• Why it matters: Intent fails; systems behave. By building the checklists and the "receipts" of our behavior directly into our architecture, we ensure that Madkind remains non-extractive even when the founders aren't in the room.

The Core Focus: "Safe over Sentiment" – engineering high-performance, ethical products without fear-mongering.

• Where we started: In our v1.0 formulations, we prioritize immediate safety and product stability. We utilize established synthetic stabilizers and PEGs to ensure our formulas don't separate and perform without irritation. We choose technical safety over "clean beauty" marketing trends.
• Where we are: We have launched our Radical Transparency model. Every ingredient in our products is linked to a plain-language glossary that explains what it is and why it’s there. We are stress-testing plant-derived alternatives for our synthetic stabilizers, but we will not switch until they meet our high threshold for safety and performance.
• Why it matters: Transparency is only radical if it is honest. By acknowledging where we use synthetics, we provide a "truth layer" that allows our users to make an informed choice based on evidence, not fear.

The Core Focus: Treating digital access as a foundational ethical constraint, not a legal checkbox.

• Where we started: Our original website build was structurally inaccessible for a significant portion of our audience. An independent audit identified a number of "focus traps" and semantic noise that blocked screen readers and keyboard users from even basic navigation.
• Where we are: We have executed a full structural reset. We have moved to a clean, Dawn-based architecture that prioritizes WCAG 2.1 compliance. We have maintained a no engineered urgency (no pop-ups or timers) approach and implemented audio-described instructions for our products, ensuring the site is calm and doesn’t manipulate any user.
• Why it matters: If a system isn't accessible, it isn't ethical. Most brands treat accessibility as a liability to be managed; we treat it as a precondition for building a calm, humane commercial system.