Our Values, Commitment & Story

Kiind is a reflection of a world where we can all live in harmony and in a state of reverence for life.

The Founder

My name is Sabine, founder of Kiind (formally All of Us Crayons) and I am so grateful you are here.

I am honored to guide us towards a deeper care for the earth - and deeper care for each other. 

My Story

In 2020, my daughter asked me to draw a photo of Grandma - and sadly, I couldn’t. Grandma had deep beautiful brown skin, and I didn’t have a deep beautiful brown crayon color.

So I searched the internet for beeswax skin tone crayons and I couldn't find any. Disappointed, I looked up a beeswax crayon recipe to see if I can make a set for our home. I found one, and created a simple set. That week and thought "hmm I would love to give a set away because every home should have this."

That day I posted a set on my Instagram and hundreds of comments read, "I want these!" "I will pay you!" "Please sell me a set." "Take my money."

I ignored every single one of those comments.

I was a stay at home mom with ZERO intentions of making crayons for hundreds of people.

Weeks went by and those same people began sending me private messages saying, "I didn't forget about those crayons you posted about a few weeks ago. Can I buy them?"

So one night at 11pm, I snuck a set on Etsy. I didn't tell anyone about it. Just slid it in there and went to sleep.

2 days later someone purchased it. Turned out, she had 30K followers in Instagram. She loved them and posted about them, and other people loved them too.

I posted another 45 sets on Etsy - sold out in 30 minutes.

Another 125 sets - sold out in 45 minutes.

To date, I have sold thousands (and thousands) of sets, graced the beautiful tables and shelves of 16 schools, 36 stores and The Container Store.

In 2021, we were named one of Oprah's Favorite Things.

Even though I never intended to start this brand, I wouldn't trade this job for the world. Making sure every one of our children understands that they are perfect - and they can change our world, is what I have been put on this Earth to do.


Thank you for being here, thank you for being you.


With love, joy and an abundance of gratitude,


Sabine Joseph, Founder