e.l.f. Beauty Launches "The Sound of Kindness" Campaign with Beekman 1802 and Kindness.org

To celebrate World Kindness Day 2025, e.l.f. Beauty (NYSE: ELF) introduces “The Sound of Kindness,” a social-first campaign 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.ⁱ

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20251112722740/en/

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.ⁱⁱ Inspired by these insights, all of e.l.f. Beauty’s 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 the 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.

“Kindness isn’t just a feeling—it’s a force. It changes our chemistry, rewires our thinking, and strengthens our communities,” said Kory Marchisotto, Chief Marketing Officer of e.l.f. Beauty. “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.”

Sound transforms everyday moments into cultural touchpoints that inspire connection, celebration and community. It serves as a data point for social platforms affecting discovery, engagement, and content tailored to users’ preferences, similar to hashtags and trends.

“Sound is such a core part of the TikTok experience, uniting a global community through creativity, expression, and joy. By engaging with sounds and songs, creators transform everyday moments into cultural touchpoints that inspire connection and celebration," said Sofia Hernandez, Global Head, Business Marketing & Commercial Partnerships, TikTok. "TikTok showcases the power of sound to bring people together worldwide."