Pai Mind Day
“Years ago, I lost a friend, Anna, to mental health issues. Every year we mark her birthday, 10 July, with Pai Mind Day – to promote mental health understanding and raise vital funds for Mind.
Most importantly, I believe even the busiest among us can find ten minutes to spare. Ten minutes to check in on someone you love – or to reach out to someone if it’s you who needs to talk.
On Pai Mind Day, I ask you to do just that and join our #10MinuteMoment.
Send a message, write a card or call someone and check in to see how they really are. You never know the difference it could make.”
- Sarah Brown, Founder
Who our donations help
To date we have raised over £85,500 for mental health charities – over £20,000 of which was donated to Mind, the leading mental health charity in England and Wales, providing advice and support to help anyone experiencing a mental health problem.
The charity campaigns to improve services, raise awareness, promote understanding, and provide support directly to those who need it most.
Browse our bestsellers to get started
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- New
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- New
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- Improved Formula
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How you can help
Place an order on our UK website on 10 July 2026, and we will donate 100% of the revenue to Mind.
Of course if you’re all stocked up or would prefer to donate directly to a mental health charity of your choice, please do – we know they would love your support.
Pai Mind Day isn’t just about helping others – it’s about looking after yourself too. If you feel you need help with your mental health, this is your call to take that first step to reach out and seek advice.
For mental health support and resources, please visit Mind or call their Infoline 0300 123 3393.