Mel Thompson is the founder of Generate Kind Co., a New Zealand-owned natural skincare brand based in Selwyn, Canterbury. Inspired by her love of botanicals and a desire to help a close friend with acne-prone skin, Mel began creating natural skincare before motherhood led her to develop gentle products for her own family. Today, she handcrafts small-batch skincare and self-care products using carefully selected natural ingredients, encouraging people to slow down and embrace mindful daily rituals. The range includes face and body care, baby and mama products, bath soaks, heat pillows, natural deodorant, lip balms and thoughtful self-care gifts. With kindness, sustainability and quality at its heart, Generate Kind Co. helps you care for yourself naturally. Kind to you. Kind to the planet.
The passion: What inspired you to set up your business?
My passion for natural products began long before I ever imagined owning a business. I’ve always been fascinated by botanicals, the incredible healing properties of plants and the way nature can support our wellbeing. I was constantly researching ingredients, learning about their benefits and dreaming of creating my own skincare, starting with simple face oils and clay masks.
One of the moments that truly sparked my journey was when a close friend was struggling with acne-prone skin. I created a facial oil specifically for her, hoping to gently support her skin. Seeing the difference it made inspired me to keep learning, creating and refining my formulations. I quickly realised I loved the research and development process just as much as the finished product, spending countless hours studying ingredients, formulating and testing.
That passion led me to formally study natural skincare formulation, giving me the knowledge to expand my range into creams, serums, cleansers and more. Then, when I became pregnant, my inspiration grew even deeper. I began creating products for my own changing skin and later for my daughter, developing gentle, natural products I felt completely confident using on the people I love most.
Generate Kind Co. was born from a simple vision: to share my love of natural formulation while encouraging people to slow down and care for themselves with intention. I wanted to create more than skincare; I wanted to create meaningful rituals that remind people they are worthy of kindness every single day.
That’s why every product includes a positive affirmation on the label. I truly believe in the power of our inner dialogue, and my hope is that every time someone reaches for one of our products, they’re not only nourishing their skin but also taking a moment to nurture themselves from within.
The launch: How did you start out in the beginning?
I started exactly where so many small businesses begin – with a dream, a tiny budget and a kitchen bench. My vision was never to build a huge company. I simply wanted to create beautiful, natural products that genuinely helped people and brought a little more kindness into their everyday lives.
I handcrafted every product myself and shared them with friends and family before slowly reaching more people through social media. Every order, every piece of feedback and every returning customer gave me the confidence to keep going.
As my vision grew, so did my desire to create a space where people could experience the full Generate Kind Co. range. I’m largely self-taught and have worn many hats along the way – from skincare formulation and label design to product photography, website building, marketing and social media. There have been plenty of late nights and moments of trial and error, but I genuinely love the creative process and the opportunity to keep learning.
Looking back, I’m grateful I started small. It allowed me to grow intentionally, stay true to my values and build a brand that reflects who I am. Every product is still thoughtfully formulated and handmade by me with the same care and purpose that inspired me from the beginning – to encourage people to slow down, embrace simple self-care rituals and choose kindness for themselves and the planet.
The innovation: What was the biggest breakthrough for you with your business?
One of the biggest turning points came when I reached out to a New Zealand cosmetic scientist to professionally evaluate my formulations. I’d spent countless hours researching, studying and refining my products, but like many small business owners, I still questioned whether they were truly good enough.
The feedback was incredibly affirming. Hearing that my formulations compared favourably with premium mainstream skincare brands was a real “pinch me” moment. Along with a few professional recommendations, it gave me the confidence to believe in what I had created and take Generate Kind Co. to the next level.
That confidence inspired me to invest in professionally printed packaging, product photography and a website that truly reflected my brand, while expanding into wholesale partnerships with beautiful small businesses across New Zealand.
Yin and Yang: How do you balance work and family?
Balancing work and family is always a work in progress, and I don’t think there’s a perfect formula. For me, family will always come first. Generate Kind Co. was built around motherhood, and I’ve learned to embrace the different seasons that come with raising a family while growing a business.
I’ve always loved being busy and creative, so I found ways to weave my passion into everyday life. I have such fond memories of sitting for hours while my daughter was breastfeeding, researching botanical ingredients, writing the wording for my product labels and dreaming up new products. Then, as soon as she fell asleep, my kitchen would transform into a skincare formulation space.
Today, my business has grown alongside my family. I now have a purpose-built skincare studio where I formulate, create, package and send every order by hand. Having that dedicated space allows me to be fully present when I’m working while creating clearer boundaries so I can be fully present with my family.
With our newest little addition on the way, it’s been so special to reach for our Baby & Mama range again. Supporting my skin throughout pregnancy has been a beautiful reminder of why I created the range in the first place. There’s something incredibly rewarding about using products I formulated for my own family, knowing exactly what’s in them and feeling completely confident in every ingredient. Motherhood continues to shape the heart of Generate Kind Co.
The drive: What challenges have you overcome?
One thing that has remained constant throughout this journey is my passion. When you genuinely love what you do, it’s much easier to keep moving forward, even when challenges arise. That doesn’t mean I haven’t experienced self-doubt. Like many small business owners, I’ve questioned whether I was good enough or whether my products were truly making a difference.
What always brings me back is my community. Beautiful messages from customers, their reviews and seeing a new order come through remind me why I started Generate Kind Co. Knowing something I’ve created has become part of someone’s self-care ritual or a thoughtful gift is incredibly humbling and keeps me inspired.
One of my biggest setbacks came right at the beginning. After creating my original business name, securing the website and social media accounts, and trademarking it, I received an objection to the trademark. It was devastating, and I had to start again with a completely new name and rebuild everything from the ground up.
Looking back, what felt like a major setback became an unexpected gift. It led to Generate Kind Co. – a name that truly reflects the heart of my business and the belief that kindness starts with ourselves, extends to others and reaches the way we care for the planet. That challenge helped shape the brand into what it is today, and I’m so grateful I chose to keep going.
For better or worse: What are the pros and cons of running your own business?
One of the biggest perks is definitely never having to buy skincare for myself or my family! I love creating products that I trust completely and sharing them with others.
The people are another huge positive. I’ve been so fortunate to build a community of loyal and supportive customers whose kind words, encouragement and repeat orders never stop amazing me. I’m genuinely grateful that Generate Kind Co. has become part of so many homes across New Zealand.
Of course, running your own business comes with its challenges. You’re responsible for everything – from product development and manufacturing to marketing, customer service, bookkeeping and packing orders. There is always something to learn, and there are plenty of moments where you question yourself.
I’ve come to realise that growth isn’t about having all the answers. It’s about staying curious, continuing to learn and showing yourself kindness. I’m still learning every day, and I think that’s one of the most rewarding parts of the journey.
Hopes and dreams: What next?
I’m someone who’s always dreaming about what’s next. Looking back, I’m incredibly grateful to have achieved so many of the goals I set when I first started Generate Kind Co., but I don’t think the learning or dreaming ever stops.
Over the next few years, I’d love to see Generate Kind Co. continue to grow in a thoughtful and intentional way. My goal isn’t to become the biggest brand – it’s to reach more like-minded people who appreciate natural, handcrafted products and the beauty of slowing down through mindful self-care.
I’m also excited to keep growing the creative side of my business by strengthening my marketing and connecting with more wonderful customers and retailers across New Zealand and maybe even beyond.
Most importantly, I hope to continue creating products that people genuinely love and trust. If Generate Kind Co. can encourage someone to pause, take a deep breath and show themselves a little more kindness each day, then I’ll know I’m doing exactly what I set out to do.
Visit the Generate Kind Co. website to find out more, and connect with them on Facebook and Instagram. You can also contact them at Hello@generatekindco.nz.
