Beauty Industry

E.l.f. Beauty & Beekman 1802’s Celebrate Kindness Day

In partnership with Kindness.org, the two brands launch ‘The Sound of Kindness’ Campaign to encourage positive social spaces.

November 13, 2025

By: Rachel Klemovitch

Assistant Editor

To celebrate World Kindness Day 2025, e.l.f. Beauty introduces “The Sound of Kindness,” a social-first campaign.

The campaign is designed to help shift social algorithms toward positivity through the power of sound and create a movement of collective goodness.

In partnership with Beekman 1802 and research and charitable partner Kindness.org, the initiative invites the community to break the cycle of doom scrolling and harness the evidence-based ability of sound to enhance well-being and inspire acts of kindness.

Kory Marchisotto, Chief Marketing Officer of e.l.f. Beauty, commented,

“We created ‘The Sound of Kindness’ with Kindness.org and Beekman 1802 to highlight the power of force-multiplying with kindred spirits, aspiring to create an algorithm that is more positive, inclusive, and accessible. It’s a small ask with a big impact. For me, the sound of purring cats fuels me to make the world a better place—for every eye, lip, and face.”

Studies reviewed by Kindness.org reveal that “kindness is good for you,” showing that natural and prosocial audio can boost emotional wellness—lowering stress, enhancing mood, and encouraging prosocial behavior.

All e.l.f. Beauty brands—e.l.f. Cosmetics, e.l.f. Skin, Well People, Keys Soulcare, Naturium, and rhode—along with Beekman 1802 and Kindness.org— have created unique audiovisual stories designed to interrupt content on users’ feeds.

Each “Sound of Kindness” asset brings to life a thoughtfully curated soundscape, accompanied by a call to action to pay it forward and share these moments with others.

The Sound of Kindness

e.l.f. Cosmetics & e.l.f. Skin: a sound-driven ASMR experience that transforms product sounds into calming natural elements, inspiring mindfulness and relaxation.
Well People: celebrates the sounds of a sunny meadow with birdsong and greenery, reflecting its commitment to e.l.f. clean, nature-inspired beauty.
Keys Soulcare: offers a soothing sound bath of singing bowls and chimes, inviting a mindful pause through sound as a form of kindness and calm.
Naturium: highlights the gentle, rhythmic sounds of face washing to evoke the soothing connection between self-kindness, consistency, and self-care.
Rhode: captures the tranquil sound of running water, pairing it with serene visuals of a bubble bath to evoke a peaceful self-care ritual.
Beekman 1802: spotlights the joyful bleats of baby goats at play, embodying the brand’s farm-to-skin heritage and spirit of neighborly kindness.
Kindness.org: shares an instrumental “You Are My Sunshine” soundtrack over scenes of simple human connection, celebrating everyday acts of kindness.

Building on last year’s World Kindness Day collaboration, e.l.f. and Beekman 1802 are returning to Roblox.

Players can explore an immersive world filled with kindness-inspired sounds, discover Beekman’s beloved baby goats hidden throughout the map, and welcome them to their own “Kind Farm.”