Over 25 years ago, Julia Morley, President of the Mr. and Miss World Organization, introduced the phrase “Beauty With A Purpose.” Since then, this initiative has raised more than $400 million USD, supporting countless charities worldwide and bringing help and hope to hundreds of thousands in need.

Among the many beneficiaries of this remarkable fundraising effort are the Nelson Mandela Trust, Canada’s Cops For Cancer, Variety Clubs International, Operation Hunger and the SOS Children’s Villages, which cares for orphaned and abandoned children in 132 countries.

The enduring popularity of the Miss World pageant has undoubtedly played a crucial role in spreading the message and inspiring young men and women to engage in meaningful activities as part of their bid for the title, ultimately contributing to making the world a better place.

Today, “Beauty with a Purpose” is also the name of a special annual award program that recognizes the Mr. and Miss World contestant who has made a significant impact through charitable works in her homeland. Charity work is integral to the Miss World ethos and each country’s contenders are encouraged to volunteer their time or fundraise for charity.

Every year, Mr. and Miss World Kenya dedicate their time and resources to champion causes that have a profound impact on the lives of thousands of Kenyans.