Born from a desire to reconnect meaning with beauty, The Kindirectory is more than a curated space — it’s a movement towards mindful living. Our founder shares the story behind creating a community where kindness, consciousness, and design come together. Follow along as we grow — one kind choice at a time.
When I began The Kindirectory, it wasn’t just an idea — it was a response.
A response to a world that feels increasingly disconnected, hurried, and transactional. I wanted to create something slower, more intentional — a space that reminds us that kindness, consciousness, style and beauty can coexist.
Over the years of building ALK, I’ve met so many people doing extraordinary things — brands and founders creating from a place of integrity, care, and purpose. But I also noticed how fragmented it all was. You had to search endlessly to find the thoughtful ones — the ones making things that are truly good.
That’s where The Kindirectory began — as a curated world of considered brands and rituals. A home for modern conscious living, and a bridge between design, wellness, and sustainability.
But it’s also more than a directory — it’s a growing community.
A place to explore your own version of kindness — to yourself, to others, and to the world around you.
With a background in fashion design, styling, product development and branding, my vision for The Kindirectory is to create a space where kind and fierce can co-exist. To share kinder-for-you products in an editorial way, that feels luxurious, injecting kindness into each and every day.
This is just the beginning. We’re building this slowly, intentionally, and together. From new brands and products, product reviews, founder interviews, and behind the scenes on photoshoots, there is so much more to come.
If you’re reading this, I want to welcome you in — to follow along the journey as The Kindirectory grows, to discover new rituals, and maybe even redefine what “luxury” means to you.
Because perhaps, in this next era —
Kindness is the new luxury.
With love,
Kirstie Macaulay
Founder & Editor, The Kindirectory by ALK
