In Kind Direct are one of the UK’s leading product giving charities. With a focus on distributing consumer products, donated by companies, to small charitable organisations to ensure that everyone has access to the products they need to keep clean and well[a]. Unilever is proud to be a longstanding supporter and partner of In Kind Direct.
According to data from In Kind Direct, hygiene poverty is a growing crisis, affecting one in four UK households with children. That’s 2.2 million families struggling to afford basics like soap, toothpaste or period care products[b].
To tackle this challenge, Unilever joined forces with Tesco, In Kind Direct, and leading manufacturers including Essity, Haleon, Kimberly-Clark, Edgewell Personal Care, and Procter & Gamble. From 15 February to 1 April 2025, shoppers at Tesco were invited to make a small purchase with a big impact: for every two selected products purchased, one was donated to In Kind Direct.
As a result over 3 million essential hygiene products have been donated since the partnership began in 2022, supporting more than 4,000 local charities and reaching over 500,000 people every week across the UK[c].
The campaign was hard to miss. Running in more than 1,300 Tesco stores and online, with In Kind Direct’s eye-catching teal and orange branding, Tesco supported the campaign with in-store radio announcements and messages to raise awareness about hygiene poverty. Digital ads and social media helped spread the word even further.
Participating brands donated a wide range of essentials, from shower gel and toilet paper to toothpaste, laundry detergent, razors, period products, and nappies. Making a tangible difference to families and individuals.
It’s a powerful reminder that small actions can make a big difference. And with the cost of living still on the rise, campaigns like this are more important than ever.
Hear from those involved:
Chris Barron, General Manager Personal Care UK&I, Unilever, said: "We are so proud to continue this important partnership, the latest figures from In Kind Direct show that it’s more crucial than ever that we work together to support families in the UK who are living in hygiene poverty. After this year’s campaign with Tesco we have now donated over 3 million hygiene products to In Kind Direct since the partnership began in 2022, which will have a positive impact on a huge number of charities across the UK”
Marc Greene, Commercial Director at In Kind Direct said: “Every day, 2.2 million families across the UK face impossible choices between eating, heating and keeping clean. This ground breaking partnership involving retailers, manufacturers and shoppers marks a vital step in tackling hygiene poverty head-on, enabling us to reach more communities than ever before, so more people can keep clean.”
Tom Lye, Category Director Health, Beauty and Wellness at Tesco said: “We’re really thrilled to be able to support this incredibly important campaign again. We recognise the importance of challenging the stigma of hygiene poverty, and we are pleased to be able to work with In Kind Direct and our suppliers to support more people in our communities to get the essential items they need.”
In Kind Direct, About Us - About Us | Who We Are | In Kind Direct
In Kind Direct, Hygiene Poverty briefing 2025 - Hygiene Poverty Briefing Spring 2025
In Kind Direct, multi-supplier Hygiene Poverty Campaign in Tesco - Multi-Supplier Hygiene Poverty Campaign in Tesco - In Kind Direct