As the UK’s most well known charity MINDs goal is to ensure that ‘no one should face a mental health problem alone’. From our research we found 84% of women never gave themselves a compliment and 64% of women found the pressure to look good unbearable. Social media can also have a significant negative impact on perception of physical appearance, mental health and self worth.

At CLOUD NINE we believe that there isn’t a one size fits all type of beauty and we want to celebrate and provide the tools for what makes you feel #fiercelyyou. We wanted to start a movement to be FIERCELY KIND to raise awareness of the impact the beauty industry can have on mental health and try to change the perception of what beauty looks like. Without knowing what was round the corner in 2020 the money being raised became even more vital as coronavirus saw a further impact on people’s mental health.

For the CLOUD NINE x MIND partnership we created The Kind Collection, a brand new, baby blue and white set of straighteners with £10 from each sale donated directly to MIND. We also worked with our team on our social media campaign, posting videos of what self esteem means to them and how they can be kinder to themselves, an interview with MIND staff and regular self care and self love blog and Instagram posts to remind all of us to be kinder to ourselves especially through the year we have all experienced.

“The money CLOUD NINE has raised will help support MIND’s services, which are more vital than ever at the moment. Prioritising mental health has never been more important than it is now. Thank you to CLOUD NINE and their customers for helping us take care of the nations mental health and wellbeing this year.”

Paul Farmer CBE Chief Executive MIND.

With your amazing support we were able to raise an incredible £70,000 for the charity in 2020. MIND have expressed their sincere thanks to everyone who purchased a Kind Collection Iron and provided further detail on exactly how that money has supported the charity this year.

• MIND information hotlines
• Coronavirus information hub
• The recovery campaign – five tests MIND want the government to meet to protect peoples mental health
• Info and legal line
• Coronavirus and work hub
• Local MINDs
• Supporting new projects and future work

We asked the team for their thoughts on our year with MIND and this is what they had to say:

"So happy to work for a company who are taking an invested interest in the mental health of both their employees and the customers. The Kindness campaign is an important reminder after a difficult year, which can sometimes be forgotten. Walking meetings and Teams coffee meetings made such a difference for the moral of the staff"

"Having a focus on mental health and wellbeing in the workplace during such a difficult time has been an amazing support and so important."

“As someone who has had a long journey of mental health battles, this year has been particularly difficult due to the pandemic. I do however feel as though there has been a shift at Cloud Nine in regards to how we talk about mental health and how we support one another. We are encouraged to speak openly about our mental health and I feel comfortable talking about how I’m feeling with my colleagues which in itself, helps massively."

2020 was a difficult year for everyone and we are so proud of the partnership and the money we have been able to raise for such an important cause.

From everyone at CLOUD NINE a huge, heartfelt thank you to everyone that has donated and supported this campaign without you this would not have been possible.