Mental health care should be a right, not a privilege.

Logo for the UK SBA Small Business Awards 2025 finalist with five stars.

BREAKING NEWS

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BREAKING NEWS -

A promotional flyer for Dead Kind, the UK's first alternative mental health range, launching in February 2026. The flyer features a bold headline, a subheading, a photograph of a man making a peace sign, and various blocks of text about the product and campaign. It also includes a call to action to subscribe for early access and a website URL.

Dead Kind is the UK’s first alternative mental health range, created to challenge how mental health care is seen, supported, spoken about, and accessed. This isn’t just clothing. It’s a conversation starter.

By subscribing, you’ll unlock the password for early access to the Dead Kind webpage, along with first looks at upcoming releases, updates, and more, directly from us on what we’re building next. From campaigns and resources to collaborations and policy-focused work, you can help us make mental health care free and accessible for all.

Learn more

Our most reassuring explanation of anxiety yet

This new ALORA resource has been created to explain why anxiety is so often experienced through the body and why physical symptoms can feel intense, frightening, or medically serious.

Designed to be clear, reassuring, and evidence based, it walks you through how the nervous system responds to anxiety, why symptoms feel dangerous even when they are not, and how anxiety cycles are formed and broken.

This resource is for anyone experiencing anxiety related physical symptoms, panic, health anxiety, or chronic nervous system activation, and for those seeking a deeper understanding of their own body and mind.

Created to support, not replace, professional care, this booklet exists to restore trust in the body and normalise mental health care as essential care.

The price of kindness
£0
The impact it has
Priceless
Two women celebrating their awards at the UK Small Business Awards, holding certificates that read '2025 FINALIST' from SBA. The woman on the left is smiling widely, wearing glasses and a brown top. The woman on the right is smiling subtly, wearing a striped jacket. Behind them is a colorful zebra painting in a silver frame.

We have been shortlisted as finalists for The UK Small Business Awards!

We’re incredibly proud to share that ALORA has been shortlisted as finalists in not one, but two categories at the UK Small Business Awards, Best New Business and Best Social Impact.

To receive this kind of recognition just four months after launching means more to us than we can say. ALORA was created from lived experience, frustration with the mental health care crisis, and a dream to make support accessible, affordable, and stigma-free for everyone.

This nomination isn’t just about us, it’s about the thousands of people who deserve tools, resources, and understanding that don’t depend on cost, diagnosis, or waiting lists.

To everyone who has supported ALORA so far,
thank you.
You’ve helped us grow a platform filled with free and accessible mental health resources, a community rooted in compassion, and a mission we’re more determined than ever to fight for.

Two women sitting at a desk smiling at a laptop, with colorful awards on the wall and a framed picture of a zebra above them.

What we’re building

We believe taking care of your mental health should never be boring, inaccessible, expensive, or clinical.

We exist to challenge outdated systems, educate with empathy, build a strong community, and advocate for meaningful change in mental health care.

Have you seen our dead Kind range?

Woman standing against a brick wall outdoors, wearing glasses, a loose black T-shirt with a small white graphic, light denim shorts, and black sandals with a leopard print design.

Wear it because it looks good.
Keep it because it feels good.
Choose it because being dead kind changes lives.

A girl with brown hair in a bun is sitting on a railing near a pond, wearing a black t-shirt with a skeleton lounging on a beach chair, holding a drink, and a skeleton surfing on the water. The shirt reads, 'Life's a beach so you don't need to be.' The pond has pink flowers on the edge, with green lily pads and clear sky reflected in the water.

Because taking care of your mental health should not be boring.

Like what you see?

A black T-shirt hanging on a hanger, featuring a detailed white butterfly graphic in the center with the words 'Dead' above and 'kind.' below in red cursive font.
A white T-shirt hanging on a black hook, featuring a colorful illustration of a skeleton woman relaxing on a beach chair with a drink, and a smaller skeleton surfing in the water at sunset. Text reads "Life's a beach so you don't need to be."
A navy blue T-shirt hanging on a black hanger. The shirt features a blue botanical illustration of flowers with the words "Dead" and "Kind" printed near the flowers.
Back of a beige T-shirt with a red line drawing of an hourglass decorated with leaves and flowers, and the phrase 'It's Time To Be Kind' above and below the drawing.
Shop here
A young man with a beard touching his neck, wearing a gray baseball cap and a white t-shirt.
A woman wearing a gray sweatshirt holding a black tote bag with the text 'Asking for help should never be scary.' and a graphic of a skeleton, a leopard, and claw marks. 
We’ve created a safe space for you to feel seen, supported, and understood. No matter where you are on your journey, whether you’re struggling, learning, here to share your story, or simply need a reminder that you’re not alone.
At ALORA we believe beauty is an inside job. We are a sister lead brand with a background in beauty and psychology brought together with one simple mission of accessibility.
Our aim at ALORA is to generate free and affordable mental wellbeing tools. We need you to help us understand what support people truly need, so we can make resources that matter.
This is a gentle space for you to let it out, the things you never got to say, the words you’re still holding, the thoughts that have been weighing you down.

“I can’t quite put into words how important ALORA’s work is for the world right now. Shining light on the hidden ways those with mental health struggles are suffering is incredibly difficult. And to do this in a format that feel so gentle, easy to digest, and aesthetic enough to share with anyone in your life no matter where they are on their acceptance journey, is an amazing accomplishment. It’s a huge task to try and make a difference tackling people’s preconceptions about mental health challenges, but it feels like these two sisters might be exactly the people for the job.”

- Anonymous

Got feedback?

  • What makes ALORA different?

  • Mental health doesn’t have to feel clinical, complicated, or boring, and at ALORA, it isn’t. We’re here to make mental wellness accessible, modern, and genuinely cool.

  • We’re two sisters with lived experience, building a brand that feels human, not corporate. We create free and affordable tools, meaningful products, and designs that spark real conversations, because mental health shouldn’t be hidden. It should be understood.

  • ALORA isn’t here to blend in. We’re here to shift the culture, break the stigma, and make looking after your mind feel natural, empowering and part of everyday life.

It’s about people, not profit.

Browse free mental health resources
0% of adults

who considered seeking mental health support reported significant barriers to accessing services.

Over 0 million people

are currently on waiting lists for NHS mental health support in England alone.

0% of people

with mental health problems in England may not receive the treatment they need.

Pair of denim shorts, a brown clutch with gold letters saying 'ALORA EST. 2025', and a pair of leopard print slip-on sandals with gold buckles, arranged on a wooden floor.
A pink hoodie with the text 'ALR' and a brown hoodie with the text 'ALORA' and 'EST. 2025', laid out on a wooden floor.
A woman standing on a wooden ledge by a pond with lily pads, facing away from the camera, wearing a black T-shirt with a colorful skeleton and beach scene on the back, and white sneakers.
Decorative zebra artwork in a silver frame, a round mirror reflecting the artwork, a black bag with pink text and Eiffel Tower graphic, awards and a beige cap on a small white table, a potted plant beside a white drawer unit.
A workspace featuring a MacBook displaying a clothing website, a pink notebook with daisies labeled "Bright ideas," a tablet, a mug of coffee, a small acrylic sign holder with the brand name ALORA, and framed awards on the wall indicating 2025 finali
Two women smiling in a room with a zebra painting on the wall and award certificates on a shelf.
Two women standing in front of an artwork of a zebra. The woman on the left is smiling with her eyes closed and holding a card that says 'ALORA'. The woman on the right is kissing the card she is holding, which has contact information and a QR code.
Two framed awards on a table, with two closed Apple laptops in front, and a mirror and a painting on the wall in the background.

Our plan

A seven-stage plan for mental health resource development, from launch of free resources to targeted campaigns, including creating spaces for support and advocacy.