In a world where harsh chemicals dominate supermarket shelves, MadeKind stands out as a natural alternative designed to care for both people and the planet. Founded by two mums determined to create safe, effective products for their families, MadeKind has grown into a trusted UK brand known for eco-friendly cleaning, refillable packaging, and plant-based body care. From tackling everyday mess to creating mindful daily rituals, MadeKind proves that sustainable living doesn’t mean compromising on quality or performance.
What inspired you to create a natural cleaning products brand that’s both effective and kind to the planet?
We started MadeKind as two mums who were becoming increasingly concerned about what we were using to clean our homes. We’d talk often about how our kids were getting headaches, eczema, even asthma - and we began to wonder if the harsh cleaning products we were using every day were making things worse.
That was the turning point.
We asked ourselves: why are we using products we wouldn’t want our children to breathe in?
We couldn’t find anything that felt safe, effective, and beautifully made - so we created it ourselves.
How do MadeKind’s ingredients differ from traditional household cleaners found in supermarkets?
MadeKind products are made from plant-based ingredients and unlike traditional cleaners they do not contain any toxic chemicals.
What are the benefits of switching to eco-friendly cleaning products for your home and health?
Switching to eco-friendly cleaning products offers a range of benefits for both your wellbeing and the environment. One of the most immediate advantages is improved indoor air quality, which can help reduce symptoms of asthma and other respiratory issues.
Many conventional cleaning products contain volatile organic compounds (VOCs) and other harsh chemicals that can linger in the air long after use. Studies have shown that prolonged exposure to these substances can disrupt the endocrine system (the body’s hormone regulator) and has been linked to fertility problems and an increased risk of hormone-related cancers, such as breast cancer.
By choosing natural, non-toxic alternatives, you’re not only creating a safer space for yourself and your family, but also reducing your impact on the planet by avoiding harmful pollutants that end up in our waterways and ecosystems.
Which MadeKind products are best for people with allergies or sensitive skin?
All MadeKind products are free from harsh chemicals, making them ideal for those with allergies or sensitive skin. Our toiletries are paraben and sulfate-free, reducing the risk of irritation. For the gentlest care, we recommend our Hand wash and Hand & Body Lotion, made with soothing, plant-based ingredients.
Can you share how your refill system works and why it’s important for reducing plastic waste?
Our refill system is designed to help reduce single-use plastic waste. We use durable glass and aluminium bottles with robust labels that last, so you can refill and reuse them again and again.
We offer 1 Litre refill pouches and 3 litre refill boxes (with a handy tap like a wine box, but definitely not for drinking!). The boxes are fully recyclable, and while some councils accept the pouches and inner liners, we also offer a free return scheme. Once you collect 4 empty pouches, we send you a label and you send them back to us and we’ll handle the recycling for you.
It’s a simple switch that makes a big difference; less waste, less plastic, and a cleaner planet.
How do you ensure your products are cruelty-free and sustainably sourced?
We work closely with trusted UK manufacturers who never test on animals, ensuring all our products are cruelty-free. Our components, such as our glass bottles are made in the UK, and locally sourced wherever possible to help minimise our carbon footprint and support sustainable production practices.
What’s the difference between MadeKind’s hand wash and others on the market?
MadeKind’s hand wash is made in the UK using high-quality, plant-based ingredients that are gentle and nourishing for your skin. Unlike others on the market, our formula is free from parabens and sulfates, and is scented with natural essential oils which leave a beautiful, long-lasting fragrance.
Each hand wash comes in a stylish, refillable glass bottle, designed to be reused. Our eco-friendly refills are both cost-effective and sustainable, helping you reduce waste without compromising on quality.
What were you both doing before launching MadeKind, and how did your backgrounds shape the business?
Before launching MadeKind, we both worked in high street buying and merchandising, which gave us invaluable experience in running a business and a deep understanding of what customers want, from product quality to design and service.
After having children, Caroline retrained as a photographer, and her creative skills have been key in shaping MadeKind’s professional look and feel across our website and social media.
Anita had previously run her own business, so she brought hands-on experience in operations, from managing logistics to finding reliable delivery partners, helping to streamline the behind-the-scenes side of MadeKind.
Together, our combined backgrounds have helped us build a thoughtful, customer-focused, and visually beautiful brand.
What challenges have you faced as female founders in the sustainable product space, and how have you overcome them?
As women, our natural kindness and collaborative spirit have been a huge advantage, especially when working with other small, female-led businesses. However, this approach sometimes makes it difficult to adopt the more aggressive tactics often needed to secure investment and drive rapid growth.
To overcome this, we’ve actively sought out supportive networks like Buy Women Built, where we connect with inspiring women eager to share advice and mentorship. We’ve recently completed the Female Founders Raise course, which has equipped us with the skills and confidence to create a polished investment deck and approach investors more strategically.
Do you have any daily rituals or routines that align with your brand values of mindful living and kindness?
Caroline starts each day with morning meditation to boost focus and set a calm, intentional tone. Whilst we work, we light our Focus aromatherapy soy wax candle, made with rosemary essential oil to support concentration and mental clarity. In the evenings, we both use our Unwind Room Mist which contains a blend of essential oils to help us relax and sleep well.
We're also passionate about the planet and regularly organise river clean-up events in Twickenham to help protect our local environment and bring the community together.
Most importantly, we truly value our customers. That’s why we still personally deliver local orders - we love the chance to connect and have a friendly chat.
What are some of the most common misconceptions about natural cleaning products and how does MadeKind challenge them?
A common misconception is that natural cleaning products aren’t as effective as traditional ones. At MadeKind, we use natural surfactants that actively lift dirt, grease, and germs from surfaces for easy cleaning. Also, our carefully chosen essential oil blend of lavender, rosemary, and peppermint naturally combats bacteria, mould, and fungus, proving that natural can be powerful and effective.
Where do you see MadeKind in the next five years and are there any exciting new launches on the horizon?
We’re here to make conscious living effortless for modern families through refillable packaging, tailored subscriptions, and products they trust.
We have a natural laundry liquid ready to launch as well as a new home fragrance range, and a new bath and body collection.
From their eco refills and cruelty-free ingredients to their commitment to supporting women-led businesses, MadeKind continues to reshape how we think about cleaning and self-care. With exciting new launches on the horizon, including natural laundry liquid and a home fragrance range, the brand is making sustainable choices simple and stylish. Whether you’re switching for your health, your home, or the environment, MadeKind is here to make conscious living effortless - and a little kinder every day.
