Little Mix girls stood infront of colourful kind words

Join us in partnership with Little Mix and Ditch the Label to spread kindness

Just snap a selfie blowing a kiss, share how you’ll choose kindness in your caption copy with #SimpleChooseKindness, and tag a friend to pass it on!!

We're thrilled to announce that we've teamed up with Little Mix for a third year to continue Choosing Kindness in support of Ditch the Label. At Simple we're all about being kind to skin, but we want to do more. Our mission? To help put an end to cyberbullying one kind word at a time. Along with Perrie, Jesy, Leigh-Ann and Jade, we're encouraging everyone to take a stand against harsh words on the internet. It's time to #SimpleChooseKindness.

Nearly 1 in 3 experience bullying. That’s why we’ve partnered with leading youth charity Ditch the Label to help fund their work, raise awareness, and help more people to choose kindness. Whether you're going through bullying, struggling with your mental health or got something else on your mind - they are here to help. Get free and confidential advice and support now at.

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Kindness is Everything 

As Leigh-Ann knows, kindness is our thing. “The reason why we love Simple so much is because it’s kind to your skin and affordable for everyone. We rely on the face wipes so much when we are on tour. We all use them and like that there is nothing harsh in them”. 

We're delighted that Little Mix will be helping us spread continue to spread the #SimpleChooseKindness message. But we need your help too! Grab a friend and help us spread the message.

Need a little inspiration? Perrie, you're up! “Kindness means everything…Because, it’s not difficult to be kind – it’s more difficult to be negative. Being kind should come naturally”.

1 in 3 Teens 

According to Ditch the Label's research, nearly 1 in 3 teens experience cyberbullying online. That's definitely not OK. We want to raise awareness of this international issue, sprinkling kindness as we go! As Jesy knows, a little kindness can go a long way: “I got really upset about something I saw online and then the next day, my boyfriend wrote me a letter in the post. It had a picture of me and him and the letter started with ‘Everything I love about you and whenever you’re sad, just read this’”.


What does choosing kindness mean to Jade? “For us as a girl band, it’s so important that we support one another. We want to stand together and show our fans that you’ll go a lot further in life if you support each other. We are just trying to encourage everyone to take steps like leaving a positive comment on a picture of someone who you think looks nice”.

Ditch the Label do seriously amazing work to support young people and end cyberbullying. That's why money raised from the #SimpleChooseKindness campaign with Little Mix is going to the charity; it will help fund their vital anti-bullying support and empower more young people to be proud of themselves!


We love that Ditch the Label stand for a world that's fair, equal and free from all types of bullying. Together with Little Mix, we’re continuing the Kindness Revolution and we'd love for you and your friends to join us!


Let's all #ChooseKindness!

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