Providing the Comforts of Home for 20 Years through
In Kind Direct

On this World Kindness Day we’re reflecting on one of our long-standing charity partnerships, that has helped us to provide the Comforts of Home through life’s everyday essentials to those in need across the UK – helping more communities to thrive.

At P&G, Citizenship is a fundamental part of our business – it plays a key role in absolutely everything we do.

Our brands feature in millions of people’s everyday routines – whether that is a parent using a Pampers nappy on their new-born baby, to a family using Fairy Liquid to wash dishes after dinner or a father and son sharing their first shave with a Gillette razor. We know that, as one of the world’s largest manufacturers of everyday household essentials, we also have a responsibility to be there in greater times of need – when our products and support matter more than ever.

That’s why we’re so proud to be celebrating our 20 year partnership with In Kind Direct, which has so far supported over 7,500 charitable organisations.

The fundamental priority behind our partnership with In Kind Direct is that – no one should have to go without life’s essential everyday products – the Comforts of Home.

In Kind Direct is a UK charity founded by HRH Prince of Wales in 1996, who believe everyone deserves access to life’s essentials and that no usable product should go to waste. Since 2001, In Kind Direct have worked in partnership with P&G to distribute these much-needed products to charitable organisations across the UK, helping to run their services or to give away to the people they support.

By channelling our donations of essential products through In Kind Direct, who then distribute these items to their network of charities across the UK – we are able to provide grassroot support at a mass scale to thousands of charities in need across the UK.

To date, we have supported more than 7,500 charitable organisations across the 20 years we have partnered together through donating items with an estimated retail value of almost £50 million.

We’re so honoured to have been able to visit some of the charities we’ve been able to help through In Kind Direct to see the impact that these everyday essentials make to the communities they support.

Providing The #ComfortsOfHome Through Our Brands

Gillette distributing over 4 million Gillette products to UK communities through In Kind Direct – helping all men put their best face forward.

Audio-described version here.

Always and Tampax donating more than 11 million Always and Tampax items to In Kind Direct to be distributed to those in need across the UK – unleashing people’s confidence so that they can be whoever they want to be.

Audio-described version here.

Pampers supporting babies’ happy healthy development through providing more than 3 million Pampers products to families in need across the UK through In Kind Direct.

Audio-described version here.

Fairy feeding family life through donating over 1.5 million Fairy products to homes across the UK through In Kind Direct – cleaning more than 1 billion plates.

Audio-described version here.

Rosanne Gray, In Kind Direct CEO:

“Working with P&G has allowed us as a charity to support a wide range of people, including distributing razors to the homeless, providing period products to those in need who would otherwise not be able to leave the house, and parents who would be reliant on baby banks for supplies. Over 70% of our charity network said that having access to these products have helped improve the mental health and wellbeing of the people they support**. We urge more businesses to come forward to donate products or services, and more charitable organisations such as charities, community centres, schools and foodbanks to sign up to access essential products. We will continue working with P&G over the next 20 years to provide essential items to where they are needed.”

Aimee Goldsmith, Senior Director, P&G Company Communications:

“In Kind Direct provides an essential lifeline to charities and grassroots organisations across the UK; P&G supports their work through the donation of our products – brands like Fairy, Always, Pampers and Tampax. Knowing that our products are able to help in small but meaningful ways to help restore self-esteem, dignity and confidence is the reason we’ve been involved for 20 years and we’re looking forward to many more years of partnership. A massive thank you to the outstanding In Kind Direct team who work tirelessly to help others in need.”

If you are a manufacturer, retailer or supplier and want to donate products, contact:


Charitable organisations such as charities, community centres, foodbanks and schools seeking products can register for free via:

If you would like to find out more about In Kind Direct visit