<aside> ✨ This document outlines the company DNA and foundational brand elements to guide internal decision-making, how we work together to solve problems and how we communicate with the outside world. Consider this document the north star to help guide all of the decisions and actions we make and do. If anything is unclear, please reach out to Nino, Steph and Katie.
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This is our ‘Why’, our purpose and reason for existing in the world. This is the rudder that guides the ship and should give clarity to all of our actions: the products we make, who we hire, who we partner with, what we do & say, etc.
Self-care shouldn’t be an afterthought. It should be a natural part of the daily life. Yet today, it’s often seen as indulgent, selfish, or something we only turn to when we’re already overwhelmed. We live in a world that encourages us to put everything and everyone else first, making it easy to neglect ourselves until burnout forces us to stop. We’re here to change that.
At Finch, we believe self-care should be proactive, accessible and most importantly, fun*.* Normalizing self-care means removing guilt, breaking societal barriers, and making it something people want to do, not just something they should or have to do. We believe that self-care isn’t just about survival; it’s about thriving. That starts with small, meaningful habits that build consistency and confidence, but it doesn’t stop there. Over time, we want to empower people in every aspect of their wellbeing, helping them take care of not just the little things, but the big things in life too.
When people take care of themselves, they become better versions of themselves — not just for a moment, but in lasting ways. They feel better, support others, and create a kinder, healthier world. Because when self-care is normalized, the world becomes a better place for everyone.
This is the ‘How’ that will deliver our ****‘Why.’ They define how we should behave, relate and decide things together in order to achieve our collection Mission. They’re the “rules of the game.”
If someone embodied a value recently, send a shoutout!
Our mission is our guiding principle, shaping every decision and action we take. We exist to normalize daily self-care and make it joyful, and that purpose comes first — above personal preferences, individual goals, or short-term wins. Every team member at Finch should see their work through this lens, ensuring that every decision actively moves us closer to our vision.