It’s okay to be soft. It’s okay to cry. And to laugh.


It’s okay to call family over and over. And to call friends we haven’t heard from in years.


It’s okay to overreact. And to say sorry. It’s okay to be afraid a little, and to care a lot.


Because being soft makes us human. Being soft makes us strong.


Being soft unites us all.

For the past few weeks, we have been sharing stories about people being ‘soft’ as they do extraordinary acts of care for others. We have been deeply moved by the way people everywhere have been looking after and comforting one another. During this difficult time, we want to continue to #sharethecare by celebrating all the big and small acts that matter.

Soft Stories

Rethink Soft

We’re challenging people’s perception that soft is weak through #RethinkSoft, our new campaign focused on helping to build a softer world. 💙 #NIVEAUSA

Soft is Peaceful

The “free hugs guy” is challenging the idea that softness is weak by bringing peace to some of the most tense situations.

ICU Grandpa

By dedicating his retirement to cuddling sick babies, this grandpa is showing others how powerful choosing soft can be.

Soft is choosing empathy over victory

When Chandler Self fell in the final stretch of the Dallas Marathon, high school relay runner Ariana Luterman chose to lend a hand.


Chelsea Oglevie and Leah Pemberton chose to help Kara Oberer around the bases when her knee locked after scoring a three-run home run... against them.


On Hugo Rohling’s wedding day, his family chose to step in so he could dance with his bride on his own two feet.

Kindness in the Classroom

A recent survey, commissioned by NIVEA, found only 51% of people agree that being soft is a strength. NBC’s Savannah Sellers speaks to students at Ransom Everglades School in Miami to hear their take on softness. Nivea USA

NIVEA has partnered with, a research-led nonprofit dedicated to educating and inspiring people to choose kindness. Through their education hub, Learn Kind, they developed an in-school program to teach students soft skills and help us build a softer, kinder world for generations to come.

In light of the pandemic, paused the program until it can be fully experienced by students. To support teachers, students and parents during this difficult time, they curated a collection of resources covering a range of subject areas and developed activities for students to practice kind and soft acts safely at home.


Most people say it’s negative for a person to be referred to as being soft.


Half of people define the word soft as
being weak.


More than half of people believe we need more softness in the world today.