CHILL Core Values

At UP, everything starts with you because YOU MATTER.

Your mental health matters. Your growth matters. What you create and consume shapes your experience and the world around you. That's why we built UP - a platform rooted in values, not just virality.

We use C.H.I.L.L. as our compass:

Creative

We champion originality. UP supports creators who share ideas with depth, heart, and imagination - not just recycled trends or viral bait. We exist to bring real value back to the content you see and engage with every day.

Honest

Authenticity builds trust. We value real over performative, and substance over spin - in our content, in our platform, and in how we treat each other.

Inspiring

We believe content should leave you better than it found you. UP prioritizes creators who spark joy, curiosity, and confidence. We're looking for creators, employees, and content that are like yeast - they make the bread around it rise UP and expand.

Light

The world feels heavy enough. UP is a place for calm, kindness, humor, growth, and emotional relief - without the outrage, clickbait, insecurity, or chaos.

Lasting

We focus on meaning over metrics. The best content doesn't just go viral - it sticks with you, challenges you, and helps you grow.

At the end of the day, You Matter and you deserve to Scroll Happy^TM. At UP, we're designing every feature, every feed, and every policy around these core beliefs.