Lovethical is a small business that was created with one very simple idea in mind: to make it easier for people in the UK to find great quality beauty products from vegan and cruelty-free brands, and to make it simple for customers to shop in a way that aligns with their values.
To make that idea a reality, we made Lovethical - an online ethical marketplace where absolutely everything is vegan and cruelty-free (which means that nothing has been tested on animals), and where customers can easily filter the products by a range of other ethical categories too, such as plastic-free packaging, palm oil-free, handmade products or products from 100% vegan companies.
I (Lovethical's founder) spent years realising just how unexpectedly difficult it can be to find truly cruelty-free makeup, skincare, toiletries and beauty accessories. 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, 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 customer; 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 highlight 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 comply with it; quite simply, if a business is not willing to sign it, then I am not willing to sell their products at Lovethical.
Once the form was finalised it was then a case of securing which cruelty-free brands I was going to bring on board, of getting the website ready, and of doing all the admin tasks involved in starting a business (and it turns out that there's a lot!).
Since opening Lovethical's theoretical online doors in April 2021 I have been able to bring more brands on board, and I have plans to stock a lot more brands in the future, too. Every day I continue to work on Lovethical alongside my 9-5, with the ultimate aims of helping people shop ethically and also helping to promote products that are as kind to the animals as they are to your skin.
It has been a dream of mine for a long time to create an online store that allows people to easily shop for fantastic quality beauty products while also supporting brands that are against animal testing.
Favourite type of beauty product?
I never go anywhere at all without at least one lip balm close at hand - they are my absolute non-negotiable must haves! I only fairly recently discovered lip scrubs too, which I cannot recommend highly enough to anyone who is prone to dry lips like I am.
Why did you start Lovethical?
Over the last few years I have been so pleased to see a huge surge in the number of ethical beauty companies out there, from businesses creating low-waste products, to firms removing palm oil from their ingredients lists, to companies turning cruelty-free and offering more vegan options. It seems to me that the beauty world is certainly moving towards a kinder place. I would love to help encourage this shift in whatever way I can, and to celebrate the companies working so hard to create beauty products that are better for animals and the environment. So, I created Lovethical to bring some of their products together on one single website so that people can easily support them if they want to.
Hopes for the future of the beauty world?
There has been a massive increase in the demand and supply of vegan and cruelty-free beauty products in recent years. This is a trend that I really hope continues; I would love to see more and more beauty brands opting to stop their cruel and outdated animal testing. I'd also love to see more and more brands becoming officially cruelty-free certified, because official accreditations makes it so much easier for all of us to identify truly cruelty-free brands.
Thank You To...
I must say a huge thank you to Adam from Tree Tunnel who worked with me to create all of the logos, and he also 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 - go check them out!