25% of New Zealanders have poor mental wellbeing

That's a quarter of our population, 1 in 4 kiwis struggling with mental health on a daily basis. It's too many, too many of us unnecessarily struggling, barely functioning and feeling like a burden on our loved ones because of an injury that cannot be seen from the outside.

If the past 2 years have taught us anything it's that mental health doesn't discriminate. It doesn't matter what your race, religion, age, status, physical strength or sexual orientation is. It doesn't matter if you're successful or not. Rich or poor. Man or woman, if that black dog finds you it will move on in and stay for as long as it pleases.

Suicide is not an option

Our Co-Founder Todd Hilleard met his black dog while working for the NZ Police. After leaving the line of duty as a result he has battled with his mental health.

Creating Noxen in 2018 gave Todd a purpose yet there have been so many times over the years where he's had to convince himself suicide isn't an option.

Starting Noxen and now Five Percent Brands is an opportunity for Todd to give back. To help raise awareness and provide support to those suffering just like him.

Todd and Tans have worked hard to create an environment that supports Todd and allows him the flexibility to do all the things that are good for his mental health, like surf, walk and rest. Creating a business that puts the mental health of it's team front and centre and supports it's customers and community is what Five Percent Brands is all about.

5% of our annual profits

are used to create positive and impactful change in our communities. Through direct support with charities like Live for More, Surfing for Farmers and I am Hope we're able to provide much needed koha for charities who are providing every day kiwis with the support they so desperately need.

Not only do we distribute 5% of our profits but we also offer our products and services where needed in our local community via GoGenerosity. Todd's mantra 'talking is walking' also sees him sharing his story with many organisations, community groups, businesses and clubs throughout the Bay of Plenty. Not only is talking good therapy for Todd it also helps those silently struggling to realise they aren't alone.

How can you help?

Create positive and impactful change with us