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Who We Are

Halfmoon, along with our sister brand B Yoga, is part of Mindful Collective Co. Made up of expert makers and curators supporting you in living your yoga, we are a female-founded powerhouse of thoughtful individuals who work smart and aim high in order to provide quality products to our yoga, meditation and wellness communities. B Yoga is known for the B MAT, our incredibly grippy yoga mat, while Halfmoon is known for our handcrafted bolsters, meditation cushions and wellness products. 

At Mindful Collective Co. we utilize a multi-channel sales strategy selling through eCommerce, supplying to yoga studios, providing wholesalers for retailers large and small, and supplying to distributors globally. We are headquartered physically in Toronto and Vancouver, Canada, with a satellite office in LA.

Mindful Collective Co. is committed to creating a diverse, equitable, and inclusive work environment.


Our Values

As a general rule, we embrace our values to guide our interactions.


Wellbeing for all

We’re here to create a more balanced world, and that starts by creating balance within. Everything we make supports movement and mindfulness—because when our minds are clear, our bodies are strong, and our souls are nourished, we can chase what matters most and inspire others to do the same.


A few ways we live this value:

  • Monthly movement offerings
  • Bliss Friday - An extra paid day off for all staff after our busy season
  • Quarterly Workshops: Science of Meditation, Nutrition, etc.

Connecting With Heart

We’re in the business of connection. Of course, connecting inward is part of it. But we also deeply honour our connections with teammates, partners, ambassadors, and customers. Surface-level relationships aren’t our thing: We listen carefully to others’ needs, prioritize clear and thoughtful communication, and put trust, kindness and compassion above all else.


A few ways we live this value:

  • Weekly Employee Spotlight features
  • Donut - Pairs employees on Slack to help facilitate connection
  • Town Hall, Weekly newsletters, and AMA Sessions with our CEO & Founder

Making an Impact

Our products are designed with fierce attention to quality and detail. After all, if we want to impact our customers’ practices for the better, we must go beyond the status quo. We’re also committed to owning the impact we have as leaders. From empowering our team members to supporting changemakers in the wellness space, we strive to lift others up and assist them in their evolution.


A few ways we live this value:

  • We believe our products make a positive impact in supporting both individual and community movement, mindfulness, and overall wellness, which is now more important than ever
  • Product and Financial donations, aligned with our Giving Strategy
  • Our commitment to Diversity & Inclusion
  • Health & Safety Committee

Living with Integrity

For us, integrity means living our yoga off the mat, regardless of convenience or cost. It means minimizing harm to people or the planet; only taking what we need; leading with our truth; celebrating others’ work; and directing our energy towards positive change. It takes a little extra effort to hold this alignment, but we consider it key to building transformative teams, products, and communities.


A few ways we live this value:

  • Diversity, Equity & Inclusion Taskforce
  • Reporting on our Diversity and inclusion plan progress
  • Props for Props - we give people “props” to celebrate big wins

 

Our mission is to inspire people everywhere to live their most best and balanced lives, and for us, that starts with our people. We know our customers will not be inspired to ‘live their yoga’ until our team members live theirs first. Our MCCer’s describe our culture as inclusive, supportive, and fast-paced with a focus on wellness.


In our most recent Employee Engagement survey, we scored a 32.5% Employer Net Promoter Score. Employer Net Promoter Score, or eNPS, is a scoring system designed to help employers measure employee satisfaction and loyalty within their organizations. The ideal eNPS can be different for different industries, generally a score of 10–30 is good, and anything above that is excellent. We benchmark our score against previous year’s scores to gage how we deliver on our employer value proposition.


What our MCC’ers Think...

  • 93% of MCC’ers are proud to work for MCC 
  • 90%of MCC’ers agree their work has an impact at MCC
  • 88% of MCC’ers agree the leaders at MCC keep people informed about what is happening
  • 88% of MCC’ers agree their manager is a great role model for employees
  • 88% or MCC’ers agree MCC's actions demonstrate a commitment to diversity within the company

Benefits & Perks 

When it comes to our benefits and perks, our aim is to reflect our values. Some examples of our perks inspired by our values:

  • Monthly Movement Offerings
  • Health & Dental Benefits
  • Bliss Friday
  • 5 Care Days Annually
  • Vacation
  • Flexibility
  • No Meeting Wednesdays
  • Product Discount
  • Quarterly Town Halls
  • AMAs

Our Offices

At Mindful Collective Co, we have two physical office locations, one in Burnaby, BC (Vancouver), one in Markham, ON (Toronto), in addition to a “Virtual” office. We’ve learnt that our people really value flexibility, and we are working towards defining what that means to our business for the future.

COVID-19 Update

Out of an abundance of caution, we are doing our utmost to protect and inform the health and safety of our people with the spread of Coronavirus (COVID-19) and other common flu and colds. Our in-office teams are currently working primarily remotely, as we take all precautionary measures to protect the health and safety of all employees. The wellbeing of our employees is our highest priority and MCC will continue to implement preventative measures and provide communication updates when required.

Diversity, Equity, and Inclusion

Mindfully Moving Forward: an update on our Diversity and Inclusion Plan 

Note, our action plan is just the start of our ongoing work to be self-reflective as a company and evaluate how we can better show up in service for the community. We are inspired to connect with our hearts, the hearts of others, and the hearts of movements that are committed to long-term cultural change. As a result, we’ve decided to rename it our Diversity and Inclusion Action Plan to better reflect the work we’re doing and the groups we hope to positively impact and work with.

September, 2021

Our Action Plan is continually evolving and being revised as we see more opportunities to show up in service of the community. Our Diversity and Inclusion Plan lays out our ongoing commitments to supporting meaningful change in the wellness industry.

Land Acknowledgement

We acknowledge with gratitude that our work takes place on the traditional territory of many Indigenous nations, including the Mississaugas of the Credit, the Anishnabeg, the Chippewa, the Haudenosaunee and the Wendat peoples (Markham); the ancestral and unceded homeland of the Hən̓q̓əmin̓əm̓ and Sḵwx̱wú7mesh speaking peoples (Burnaby); and the Gabrielino/Tongva peoples as the traditional land caretakers of Tovaangar (Los Angeles).