To celebrate World Kindness Day 2025, e.l.f. Beauty introduces “The Sound of Kindness,” a social-first campaign designed to help shift social platforms 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 harness the evidence-based ability of sound to enhance well-being and inspire acts of kindness.i
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."
A Symphony of Kindness:
e.l.f. Cosmetics & e.l.f. SKIN a sound-driven ASMR experience that transforms product sounds into calming natural elements, inspiring mindfulness and relaxation.
Well People celebrates the sounds of a sunny meadow with birdsong and greenery, reflecting its commitment to e.l.f. clean, nature-inspired beauty.
Keys Soulcare offers a soothing sound bath of singing bowls and chimes, inviting a mindful pause through sound as a form of kindness and calm.
Naturium highlights the gentle, rhythmic sounds of face washing to evoke the soothing connection between self-kindness, consistency, and self-care.
rhode captures the tranquil sound of running water, pairing it with serene visuals of a bubble bath to evoke a peaceful self-care ritual.
Beekman 1802 spotlights the joyful bleats of baby goats at play, embodying the brand’s farm-to-skin heritage and spirit of neighborly kindness.
Kindness.org shares an instrumental “You Are My Sunshine” soundtrack over scenes of simple human connection, celebrating everyday acts of kindness.
“‘The Sound of Kindness’ brings our mission to life, translating what we know from science into an experience that reminds us how positive moments can shape emotion, behavior, and connection,” said Jaclyn Lindsey, Co-Founder and CEO of Kindness.org. “We are deeply grateful to e.l.f. Beauty, Beekman 1802, and all of the brands in this campaign for celebrating World Kindness Day in such a creative and meaningful way, turning insight into action and inspiring a ripple of kindness and connection around the world.”
Building on last year’s World Kindness Day collaboration, e.l.f. and Beekman 1802 are returning to Roblox with “The Sound of Kindness.” Players can explore an immersive world filled with kindness-inspired sounds, discover Beekman’s beloved baby goats hidden throughout the map, and welcome them to their own “Kind Farm.” Launching November 13, the experience blends beauty and play in a fun, unexpected way."
At Beekman 1802, we always celebrate World Kindness Day as a key part of our holiday season. This year we wanted to make it the G.O.A.T. so, we turned to our neighbors at e.l.f. to help us shout it from the rooftops. When we all work together, we can put more kindness into the world. And who doesn't like the sound of that?” said Dr. Brent Ridge, Founder, Beekman 1802.e.l.f. Beauty will also host a Twitch livestream on e.l.f. YOU! on November 13, at 4PM ET, featuring Beekman 1802 co-founder Dr. Brent Ridge, Chief Science Officer for kindness.org Dr. Oliver Scott Curry and founder of the Sonic Institute Adrian DiMatteo, a sound therapist who will explore the science of sound and its impact on emotion, while creating an e.l.f. Beauty–inspired soundscape for the community to enjoy.
i Fan L, Baharum MR. The effect of exposure to natural sounds on stress reduction: a systematic review and meta-analysis. Stress. 2024 Dec 31;27(1):2402519.
Saskovets M, Saponkova I, Liang Z. Effects of Sound Interventions on the Mental Stress Response in Adults: Scoping Review. JMIR Ment Health. 2025 Mar 24;12:e69120.
Buxton RT, Pearson AL, Allou C, Fristrup K, Wittemyer G. A synthesis of health benefits of natural sounds and their distribution in national parks. Proc Natl Acad Sci. 2021 Apr 6;118(14):e2013097118.
Zhu R, Yuan L, Pan Y, Wang Y, Xiu D, Liu W. Effects of natural sound exposure on health recovery: A systematic review and meta-analysis. Sci Total Environ. 2024 Apr;921:171052.
Maltezou-Papastylianou C, Scherer R, Paulmann S. How do voice acoustics affect the perceived trustworthiness of a speaker? A systematic review. Front Psychol. 2025 Mar 10;16:1495456.
Pardo-Olmos M, Martí-Vilar M, Hidalgo-Fuentes S, Cabedo-Peris J. Interventions Through Music and Interpersonal Synchrony That Enhance Prosocial Behavior: A Systematic Review. Eur J Investig Health Psychol Educ. 2025 Feb 28;15(3):29.
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Raposa EB, Laws HB, Ansell EB. Prosocial Behavior Mitigates the Negative Effects of Stress in Everyday Life. Clin Psychol Sci J Assoc Psychol Sci. 2016 July;4(4):691–8.
Nelson-Coffey SK, Fritz MM, Lyubomirsky S, Cole SW. Kindness in the blood: A randomized controlled trial of the gene regulatory impact of prosocial behavior. Psychoneuroendocrinology. 2017 July;81:8–13.
Whillans AV, Dunn EW, Sandstrom GM, Dickerson SS, Madden KM. Is spending money on others good for your heart? Health Psychol Off J Div Health Psychol Am Psychol Assoc. 2016 June;35(6):574–83.
Trew JL, Alden LE. Kindness reduces avoidance goals in socially anxious individuals. Motiv Emot. 2015 Dec 1;39(6):892–907.