BE KIND. is a membership designed for those who want to shop with purpose, connect with a like-minded community, and take meaningful action on the social and environmental issues that matter most.
At its core, BE KIND. is a quarterly subscription box that delivers thoughtfully curated products from brands that share our commitment to sustainability, ethical production, and positive impact. Each box is filled with well-made, useful items chosen to inspire conscious living. All BE KIND. members also gain access to Alltrue's seasonally curated exclusive Add-On Market. Open for a limited time each season, the Market allows members to purchase sustainable and ethical products for up to 75% off!
Originally founded by Ellen DeGeneres, BE KIND. has always been rooted in values of kindness, responsibility, and community. In 2024, Alltrue was honored to acquire BE KIND., and we’re proud to carry forward its mission with renewed energy and vision.
At Alltrue, we believe that small, intentional choices—made collectively—can lead to powerful change. Through BE KIND., we’re building a community that values mindful consumption, supports meaningful causes, and celebrates the idea that doing good can also feel good.