Long-time Kona resident Natalie Bruce has spent more than 20 years in the beauty, fashion, film and music industries. Today, she continues to work as a makeup artist on Hollywood films and TV shows shot in Hawaiʻi, while heading up HumanKINDglow, a skin care brand with a purpose. Founded by Natalie three years ago in Holualoa, she serves as CEO.
“We are dedicated to redefining beauty, believing true beauty lies in the love and kindness we share with ourselves and others. By inspiring confidence with our products, our goal is to disrupt unrealistic beauty standards by enhancing natural radiance,” Natalie says.
Years ago, women’s magazines promoted a false idea of female perfection, and now social media provides a space for bullying those who don’t fit that image, she says.
Her extensive travels, including work in 21 countries worldwide, provided a perspective on how women everywhere struggle with self-esteem and how comparison becomes habitual. This awareness served as a catalyst for creating a company committed to uplifting women and girls.
“Even many celebrities deal with insecurities about appearance; it’s a human struggle no matter who you are,” Natalie says.
Girls between the ages of 11 and 13, she says, are especially prone to dwelling on what they perceive as physical imperfections while failing to appreciate unique qualities.
“At that age, their bodies are changing, acne is common, and bullying is prevalent in schools and online,” she says.
She speaks from experience, having struggled with insecurities during her teen years. “I grew up in New Zealand. I was really tall, and I had acne. While I was bullied in school, I also began modeling—doing runway—at age 13,” Natalie says. “I came to realize real beauty is kindness and kindness is beauty.”
She’s been practicing that mantra for years, and in 2023, she founded the non-profit HumanKINDgirls.
“This is my heart, my purpose: uplifting young girls,” Natalie says. “And always reminding them that comparison is the thief of joy.”
She accomplishes that with HumanKINDgirls programs offered here and elsewhere, including Oʻahu, New Zealand and Brazil, among other locations.
Sessions are tailored to each group or individual, with single-day, consecutive multi-day, or weekly programs that span five weeks. Most often, they are conducted in Natalie’s home or at schools.
“Numerous schools have participated, including Holualoa Elementary, Innovations, Hawaiʻi Technology Academy and Makua Lani Christian Academy. On Oʻahu, I was invited to present at Ho‘ola Na Pua (Pearl Haven), a safe-haven for girls 10 to 18 years—all victims of abuse and trafficking,” she says.
All workshops carry a theme: the power of words; uniqueness—there is only one you. To illustrate and inspire, Natalie leads discussions and shares examples related to the theme.
In one, she shares that butterflies cannot see their own wings, so they don’t appreciate their beauty. “That’s often the case with some classmates and friends. You have the power to show them by complimenting them on their special qualities, the beauty they carry inside and out,” she says.
Other props make a point, such as an arrangement of flowers in different shapes and colors, each unique and gorgeous. Another prop is provided by the girls themselves—their thumbs! “Look at your thumbprint, it is one-of-a-kind. You are unique. You are exactly who you are meant to be,” Natalie says.
Running a Spa day is all about providing self-care. While gift bags are given at each program (containing HumanKINDglow products and items donated by local businesses), this session includes hands-on application of the brand’s Hydrogel Mystery Affirmation Face Mask Hydrate, Soothe & Glow. Each mask features an uplifting mystery word revealed once opened—Brave, Loved, Grateful, Brilliant or Kind.
“The masks are scattered around, and participants are invited to pick one, sort of like choosing a fortune cookie,” Natalie says.
The girls are encouraged to meditate on their word as the mask's healing properties take effect.
“I chose to have a Spa Day for my first visit to the girls at Pearl Haven—they need so much healing, so much love and kindness,” she says.
More love is provided by a portion of HumanKINDglow’s profits donated to HumanKINDgirls. Product purchases and/or donations help create a brighter, more equitable future for vulnerable youth, according to Natalie. HumanKindGlow.com.
“I came to realize real beauty is kindness and kindness is beauty.” –Natalie Bruce.