Hygiene is self-evident for many, but unfortunately not for everyone. In Belgium, no less than 1 in 4 families lives in hygiene poverty. This means that thousands of people struggle to afford basic products such as soap, shampoo and toothpaste every day. The problem mainly affects low-income families, the homeless and vulnerable people such as the elderly or people with a chronic illness.
What is hygiene poverty?
Hygiene poverty is more than a lack of clean water or sanitation; it is a pervasive problem that affects health, self-esteem and social connectedness. Without access to basic goods, many feel excluded and ashamed, which affects their self-esteem and social relationships. Hygiene poverty limits people’s opportunities: children miss school and adults miss out on work opportunities simply because they do not have the resources to take care of themselves.
Teacher, Emma stinks!
Think back to your school days. You may remember a classmate who sometimes 'smoked' – someone others would rather avoid, without really asking why. Our campaign “Emma stinks” brings this problem to light, and together with Nona Van Braeckel we make this topic a topic of discussion.
Often, people do not lack the will to take care of themselves, but simply the means to do so. Emma's story is symbolic of thousands of others in Belgium who silently struggle with hygiene poverty. By making this topic discussable, we hope to raise awareness and break the taboos.
Every WONDR is a Gift
At WONDR, we believe that self-care should be accessible to everyone. That’s why, for the third year in a row, we’re donating a shampoo bar to charity for every WONDR of Gifting product you buy. With The WONDR of Gifting campaign, we don’t just want to raise awareness, we want to make a real impact. Together with local charities in every city where our pop-up stores are located, we ensure that your purchase directly contributes to the well-being of people in your area.
We support:
- Leuven: 't Lampeke
- Mechelen: non-profit organisation De Keeting
- Bruges: 't Sas
- Ghent: Scratch
- Antwerp: Mothers for Mothers
- Hasselt: Vincentius Limburg vzw
- Sint-Niklaas: Witteraven project
Every purchase is a step closer to access to basic care for people who need it most. Together with you and these great organizations, we ensure that self-care is no longer a luxury, but a right for everyone. Every WONDR is a gift, and together we make a difference, because small actions together create a big impact.
How can you help?
Do you want to contribute to the fight against hygiene poverty? This is what you can do:
- Buy a WONDR or Gifting product – For every purchase we donate a shampoo bar to someone in need.
- Share our story – By talking about hygiene poverty, you help break the taboo and make others aware of this problem.
- Support the campaign – Our WONDR of Gifting campaign runs from November 13th to January 1st, and every small gesture helps make hygiene accessible to more people.
Let’s use the power of giving together and make basic care accessible to everyone. Self-care is not a luxury, but something we all deserve. Every WONDR is a Gift , so let’s share that gift together!
