Asher Simpson speaks about his new social enterprise ‘You’re So Kind’

1. What encouraged you to start a social enterprise?

I was inspired to start You’re So Kind after having many conversations with people who felt powerless to make a difference in the world. People are more aware than ever of their impact on the environment and the many injustices which need to be addressed, but trust in charities is at an all time low.

You’re So Kind is a way they can make a difference in a small way, which doesn’t require as much pure faith, because you are buying a well-sourced, luxury and sustainable product and the kicker is that all of the profit goes to charity. The idea is that you can look after yourself and look after others at the same time.

2. Why soap?

We just like the idea that you are looking after yourself and others, we called it You're So Kind because it's a kind of affirmation. Every time you go to wash your hands, from first thing in the morning to last thing at night, it's reminding you of the kindness in the world, and in yourself.

3. How do you approach sustainability?

We believe that low impact is better than high impact. It's very difficult to produce a truly sustainable product, by eliminating plastic entirely, reducing water, reducing carbon footprint in the supply chain right away, because the price per unit becomes too high.

We want to produce an ethical product, which is low impact and still accessibly priced, therefore encouraging more mainstream consumers to buy ethically, and make a big difference. Saying that, we are sustainable in many ways, environmentally because our paper packaging, and labels are biodegradable, and where we have had to use plastic when there is no other viable alternative, it is widely recyclable.

Our supplier uses solar power to manufacture our hand soap which itself is kind to your skin and to the environment, as all of the ingredients are naturally sourced. As our social enterprise grows and we have more capital to demand lower prices, we will improve our supply chain until eventually we can offer an accessible product which is as close to zero impact as possible.

4. What are the top 3 values of ‘You’ve So Kind’?

Kindness (obviously), both to yourself, to others and to the environment. Ambition, because we know that the biggest impact we can have will be achieved through high sales, at the end of the day, the more we sell, the more we can donate to charity.

Long-termism, we want to build a brand which can inspire a new generation of circular businesses, which in their own way leave the world the same, or better than they found them.

5. Why do you think it’s important for companies to give to charities?

I think that charitable support should not rely on the kindness of individuals alone, the work they do is integral to the functioning of our society and they deserve sustainable and significant income as a result. As we grow, we will support individual projects, so that we can be held accountable on the impact we are having, however at the moment we have chosen the five biggest charities in different sectors, as these are the most instantly recognisable, and have the most impact.

Thank you Asher! Good luck with You’re So Kind