In a country where youth unemployment remains a harsh reality, a new South African personal care brand ‘Being Kind’ is proving that beauty can be about much more than looking good. Being Kind, co-founded by Carmen-Kaye Lambrechs and developed under the Great Africa Group, is combining self-care with social impact in a mission to uplift young South Africans.
Built on the belief that kindness starts with ourselves, the brand offers a range of fragrances, body care, haircare and mood-enhancing products designed to nurture confidence and emotional wellbeing. But beyond the products, Being Kind is investing in local manufacturing, skills development and job creation, ensuring that every purchase contributes to opportunities within South Africa.
“With every product, we want young people to feel seen, valued and reminded of their potential,” says Lambrechs. “Small acts of kindness can create a ripple effect, and that belief is at the heart of everything we do.”
As South Africa commemorated Youth Month in the beginning of June, Being Kind has launched its “Kindness Starts With Us” campaign, aimed at celebrating young people who are making a positive difference in their communities. The initiative invites the public to nominate inspiring youth who demonstrate kindness through leadership, mentorship, community involvement and everyday acts of care.
What sets the brand apart is its commitment to producing all its products locally, supporting South African jobs and showcasing homegrown innovation in the beauty industry. It also speaks to a generation seeking authenticity, emotional wellbeing and purpose-driven brands that reflect their realities.
More than a beauty label, Being Kind is positioning itself as a movement, one that believes confidence, care and opportunity should be accessible to everyone.
After all, in a world where you can be anything, being kind may just be the greatest superpower of all.
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