We create Mental Wellbeing Tools, co-created with psychologists, grounded in science – not fluff. We believe caring for our mental wellbeing should be as easeful and inevitable as putting on skincare or taking care of our teeth. Just as we have products for the skin, we create tools for the mind. Welcome to the Revolution.

We’re here to make self-care cool, modern and mainstream. We’re here to lift the research and knowledge from therapy rooms and wellness siloes and bring it to the everyday lives of progressive city-living human beings. We’re here to revolutionise the self-care product industry; we know it can be more than bubble baths and facemasks.

Text a friend. Pick a flower. Do deep breathing. Turn off your phone. Write a journal entry. Listen to a throwback playlist. Draw something. Eat something. Forgive yourself. There’s plenty of ways to self-care. We’re on a mission to get more people doing it.

Relatable + inclusive. We are curious and complex city-living Gen Z and millennials creating for curious and complex city-living Gen Z and millennials. Founded by a black woman-of colour, inclusivity is a bedrock of our brand. Everyone is welcome here – no matter their race, gender, or sexual orientation. Quality + innovative. We create world-first Mental Wellbeing Tools, co-created with psychologists. We don’t like to brag, but it’s our high quality, high value products that saw our founder named one of the Top 100 Australian Innovators in 2022 (The Australian, 2022). A collectivist approach. We know we are all connected. It’s why we work so hard to make self-care accessible and mainstream. Our wellbeing impacts the wellbeing of the community, and vice versa. In order for us to be well, we must all be well. Well planet. Well people. The people we work with, the brands we partner with, and the policies we implement – everything we do serves to support the wellbeing of our community and the planet. See our FAQ page for more on our sustainability initiatives.

What began as a conversation in 2018 has evolved into one of the world’s most progressive, and pioneering self-care product brands. After a mental health and existential crisis, Rachael Akhidenor, Australian woman-of-colour, was searching for something. She was looking for a product that educated as to what was going on inside; that resonated with her as a city-living woman of colour, and that was modern, inviting, and aesthetic. She didn’t find any. So, she decided to create them herself. At the time, the self-care industry was virtually non-existent. Whatever did exist was positioned to the wealthy, white, and female. So, she put the word ‘self-care’ on a t-shirt, called it Wearable Activism, and began conversations. While these conversations had a big impact (leading to the inclusive self-care movement in Australia), Rachael wanted to do more. She wanted to create the product-led solution her younger self was looking for. Enter: our world-first Mental Wellbeing Tools. Co-created with psychologists, our blend psychology theory and literature into easily digestible self-inquiry tools. World-class in innovation, our Tools help thousands across the world maintain and empower their mental wellbeing.