#041 Kindly By Joe - Joe Cooper | eussen - Health Life & Style. Proudly sponsored by Unifi Capital, Rivkin Private Wealth Group.
Thu Feb 05 2026
Kindly by Joe and the Power of Scented Rituals
Joe Cooper grew up around cosmetics long before he ever imagined creating his own brand. His mother spent her entire career working with companies such as The Body Shop and Clinique, so creams, fragrances, and lotions were part of everyday life. Later, while studying, Joe worked at Lush, and years after that he moved into the corporate side of the industry with Wella, where he combined cosmetics with his professional background in education and learning development. In retrospect, the transition from corporate life to running a cosmetics brand was far more natural than it might appear.
The defining moment that clarified why Kindly by Joe needed to exist came when Joe was hospitalised and seriously unwell. A friend brought him a gift basket filled with chocolates and biscuits that he was unable to eat. What he could experience, however, were the scented products inside: creams, perfumes, shampoo, and conditioner. In a sterile hospital room, those scents shifted the entire atmosphere. They offered comfort, escape, and a sense of calm when very little else could.
That experience became the foundation of Kindly by Joe. The brand is fragrance-led and built around the idea that scent and texture can elevate the small rituals people repeat every day. Washing hair, applying moisturiser, lighting a candle, or putting on deodorant are not purely functional acts. They are sensory moments that can influence mood, memory, and overall wellbeing in subtle but powerful ways.
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Kindly by Joe and the Power of Scented Rituals Joe Cooper grew up around cosmetics long before he ever imagined creating his own brand. His mother spent her entire career working with companies such as The Body Shop and Clinique, so creams, fragrances, and lotions were part of everyday life. Later, while studying, Joe worked at Lush, and years after that he moved into the corporate side of the industry with Wella, where he combined cosmetics with his professional background in education and learning development. In retrospect, the transition from corporate life to running a cosmetics brand was far more natural than it might appear. The defining moment that clarified why Kindly by Joe needed to exist came when Joe was hospitalised and seriously unwell. A friend brought him a gift basket filled with chocolates and biscuits that he was unable to eat. What he could experience, however, were the scented products inside: creams, perfumes, shampoo, and conditioner. In a sterile hospital room, those scents shifted the entire atmosphere. They offered comfort, escape, and a sense of calm when very little else could. That experience became the foundation of Kindly by Joe. The brand is fragrance-led and built around the idea that scent and texture can elevate the small rituals people repeat every day. Washing hair, applying moisturiser, lighting a candle, or putting on deodorant are not purely functional acts. They are sensory moments that can influence mood, memory, and overall wellbeing in subtle but powerful ways. Hosted on Acast. See acast.com/privacy for more information.