ABOUT US

Hi, I’m Anna — founder of Kind Beauty

I started Kind Beauty because I struggled to find cosmetics that were truly cruelty-free, affordable, and honest.

Like many people in the UK, I believed animal testing was no longer an issue — until I discovered that many brands still test products or ingredients on animals in countries where it’s allowed, and then sell those products here.

As a full-time working mum and animal lover, I wanted my everyday choices to reflect the values I care about — kindness, responsibility, and compassion. I also want to set that example for my child.

Kind Beauty exists to make ethical beauty simple.
No greenwashing. No confusion.
Just carefully chosen, cruelty-free cosmetics you can trust.

----------------
— Anna 💚