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:
1. We research brands that proudly say they stand against animal testing.
Our founder (Esther) researches companies that say they do not test on animals.
The companies' websites, Google, cruelty-free beauty blogs, Cruelty Free International's website and PETA's website are all great sources used at this stage.
2. We reach out to brands that we're interested in and ask them to sign our Cruelty-Free Declaration Form.
Once Esther has researched a company and wants them on board, she contacts them and asks them to sign our Cruelty-Free Declaration Form. By doing this, they confirm that they do not test their final products or ingredients on animals, that their suppliers don't either, that they don't get third parties to test on their behalf, that they don't sell in areas of the world where animal testing is mandatory, that they aren't owned by a non cruelty-free company, and that they don't pay for animal testing data. If a company is unable to sign the form, then we are unable to work with them.
3. We buy their best vegan products and stock up for our online ethical marketplace.
Once a company has signed our Cruelty-Free Declaration Form, Esther choses which of their products she wants to stock, and she orders them. If the brand sells both vegan and non-vegan products, she will only choose their vegan ones. She then waits excitedly for the goodies to be delivered to her door.
4. We group the beauty products by different ethical categories.
Esther then works on getting all the product information uploaded to our website. As part of this process, she classifies each product by a series of ethical values and adds tags to each of them so that customers can filter the products by these values. For example, customers can filter to only see plastic-free, palm oil-free, handmade or certified cruelty-free products.
We're always open to suggestions or comments regarding how we can better serve our customers. If there is something that you would like to see added to our list of ethical value filters then please do get in touch with us via our 'contact us' page and we'll see what we can do!