Beauty With Heart: BKIND’s Marilyne Bouchard On Leading With Kindness (Win!)

Montreal’s BKIND has become a go-to for vegan, cruelty-free, and eco-friendly beauty that doesn’t compromise on results. We sat down with founder and CEO Marilyne Bouchard to talk about kindness, sustainability, and the future of conscious skincare. —Vita Daily

BKIND is such a perfect name—what does kindness mean to you personally, and how does it shape the brand day-to-day?

To me, kindness means acting with empathy and integrity in everything I do. It’s about making choices that respect people, animals, and the planet. At BKIND, kindness is not just a word in our name, it’s the foundation of every decision we make, from the ingredients we choose to the way we treat our community and team.

Montreal has such a creative energy. How does the city influence your approach to beauty and sustainability?

Montreal is a city buzzing with creativity, diversity, and a deep sense of community. That energy pushes us to innovate in beauty and sustainability while staying authentic. The city’s mix of cultures and ideas inspires us to design products that are modern, inclusive, and rooted in respect for nature.

Your products are vegan, cruelty-free, and eco-friendly. Was there a single “aha” moment that made you want to start creating this kind of skincare?

Back in high school, I was a huge fan of LUSH 🙂 Their values resonated with me deeply. From that point on, I knew that my own company would always be cruelty-free and transparent. When I launched BKIND in 2014, I noticed that very few brands were truly transparent about their practices, and that became my mission.

Plant-based beauty is at the heart of your formulas—what’s your favourite botanical ingredient and why?

I love hyaluronic acid. It has such incredible hydrating and plumping properties. It makes the skin feel healthy, fresh, and radiant.

Packaging is often where sustainability slips—how have you reimagined product packaging to stay true to your eco values?

We reduce packaging to the absolute minimum, even when it means compromising on marketing appeal. For us, what matters most is staying true to our eco values. We constantly rethink materials and formats to lower our impact, from compostable or recyclable options to refill initiatives.

What’s the one BKIND product you personally can’t live without, and what makes it so special?

Personally, I can’t live without our body lotion. It’s FABULOUS! With aloe at its base, the formula is light yet deeply nourishing. It leaves the skin silky, hydrated, and comfortable all day long.

Kindness extends beyond skin and planet—you also support community initiatives. Can you share one project that’s close to your heart?

One project that means a lot to us is our monthly donations to SOS Miss Dolittle, an animal rescue shelter. Supporting them is our way of extending kindness beyond our products… toward animals who need it most.

Beauty rituals are so personal—what’s your go-to self-care routine when you need to recharge?

My go-to self-care routine is simple: a little walk outside, followed by a refreshing shower. Then I love to cozy up with a bowl of ramen, a good show, and my softest clothes. It’s the perfect way to recharge.

If someone is brand new to clean, vegan beauty, which BKIND product would you recommend as their perfect “starter” piece?

For someone new to clean, vegan beauty, I’d recommend starting with our shampoo bars or face cream. They’re our most popular products, super effective, and a great introduction to what BKIND is all about.

Looking ahead, what excites you most about the future of BKIND—and where do you hope kindness will take you next?

What excites me most about the future is continuing to push innovation in sustainable beauty, while staying true to our values. I hope kindness takes us even further, inspiring more people to choose products that are gentle on themselves and the planet.

Win! A $150 BKIND Gift Card!

Congrats Yingyi L. of Vancouver, BC, who will receive $150 BKIND Gift Card! Please note: if you are the winner, you will receive a DM (direct message) in Instagram directly from @vitadailymedia. Please be wary of fake accounts, which often use similar handles with an extra or missing letter, number or symbol. We will never ask for a payment or for your credit card number, and we will never ask you to click through a link. If you are unsure whether you have been contacted, via Instagram, by us or a fake account, email us before responding.