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We work with wonderful cruelty-free makeup, skincare, toiletry and beauty brands to bring you an online ethical marketplace in the UK where you can confidently shop from the best cruelty-free brands. We only stock vegan products, and make it easy for you to shop by other ethical values that might be close to your heart. To do this, we follow this process:

Image shows a person working on a laptop. This illustrates the fact that we research brands that proudly say they stand against animal testing, because we only stock the best cruelty-free brands in our online ethical marketplace.

1. We research brands that proudly say they stand against animal testing.

2. We reach out to brands that we're interested in and ask them to sign our Cruelty-Free Declaration Form.

Image shows someone looking at a document in one hand and holding a pen in the other, illustrating the fact we ask all brands in our ethical marketplace to sign our cruelty-free declaration form, because we only stock the best cruelty-free makeup brands.
Image shows boxes piled up, illustrating us buying the best vegan beauty products and stocking up for our online ethical marketplace in the UK. We only stock vegan makeup, skincare and beauty from the best cruelty-free brands.

3. We buy their best vegan products and stock up for our online ethical marketplace.

4. We group the beauty products by different ethical categories.

Image shows someone looking at shelves with products categorised by ethical value, illustrating the fact we make it easy for customers to filter and shop by the ethical values they care about, such as plastic-free, certified cruelty-free or recyclable.