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Launched in 2021, Lovethical is a small business that was created with one very simple idea in mind: let’s try to make it easier for people to find great quality beauty products that haven’t been tested on animals, and that align with people's personal values.

Our Story

I (Lovethical's founder) spent years realising just how unexpectedly difficult it can be to find truly cruelty-free beauty products. I believe that most of us - if not all of us - would want to buy beauty products that have not been cruelly tested on animals if possible, but clever marketing and hidden practices can often make it tough to identify the genuinely cruelty-free companies from the not so cruelty-free ones.

So, I decided that I wanted to make a website that would help to bring the information to the consumer; not only did I want to make it easier for people to shop for vegan and cruelty-free beauty products by collating them all in one place, but I also wanted to make clear the ethical stories, values and backgrounds of the companies that I would be working with.

Behind the scenes, things really started moving at the beginning of 2020, where copious amounts of research, too many cup of teas to count and working around my 9-5 helped me slowly mould the company. One of the first things that needed to be figured out was how I would select which companies to work with, and how I would do my due-diligence to ensure that I only work with cruelty-free companies. Several weeks, lots of reading and multiple phone calls with lawyers later, Lovethical's Cruelty-Free Declaration Form was created. This form is now a key element of my business, because I only work with companies who sign it; quite simply, if a business is not willing to sign it, then I am not willing to sell their products on Lovethical.

Once the form was finalised, it was a case of securing suppliers, getting the website ready and doing all the admin tasks involved in starting a business. Zoom ahead now to 2021 and Lovethical can open its theoretical doors to customers.

Our Founder

Thank You To...

I must say a huge thank you to Adam from Tree Tunnel who worked with us to create all of our logos, and animated and edited all of our Q&A videos. Tree Tunnel creates video and animation content for non-profits, social enterprises, ethical businesses, social and environmental campaigns, and good causes. Check out their website by clicking here.