About Us

What if every purchase paid a little kindness forward? What if giving back wasn’t a nice-to-have, but just how we do things? That’s the idea that sparked Kindness and Co, a fashion and lifestyle brand on a mission to make feel-good choices feel effortless.

We’re here to help turn the tide on fast fashion. To make conscious shopping second nature. And to turn everyday purchases into acts of rebellious kindness. Because when kindness leads, good things follow.

Our mission and vision

With your help, we want to make paying kindness forward the norm by embedding charitable giving in every purchase, creating a community-led ‘kindness culture’ movement that positively impacts society.

Our Mission

Hi, I’m Ali

I started Kindness and Co after 25+ years helping people unlock what’s possible, with purpose, positivity, and kindness always.

After working with a variety of businesses focused on building a world of relationship-driven people who want to make a difference, I wanted that same energy to reach more people – creating positive ripples for individuals and communities who might otherwise miss out. Kindness and Co is my way of doing that: a brand built on purpose, powered by people like you.

You’re not just a customer here. You’re a co-creator. A co-conspirator. A community builder. The Co in Kindness and Co.

Are you ready to be kind, brave and all in? Let’s do this.

  • Kindness paid forward each time you shop

  • Ethically sourced products, made in the UK

  • Reusable and recyclable packaging made in the UK

  • Charity donations with every purchase