Our mission is to introduce you to exciting new brands, and help to make the switch to sustainable fashion and beauty. We are dedicated to finding brands that actively make a positive impact whether it's on your skin, the environment or local communities, without compromising on quality and style.

We try and test every single brand before choosing it, so that we only offer you the best. We carefully assess each brand’s working practices using certification schemes and other independent rating projects such as COSMOS, the Soil Association, Fair Trade, OEKO-TEX, the Global Organic Textile Standard (GOTS) and B Corp.

However, certifications can be a lengthy and expensive process often not available to smaller companies, so we also work directly with all brands to understand their values and working practices. Where there is not enough information, or we feel brands are too vague in describing their ethics, we won’t list them. All our partner brands share our values around transparency, responsibility and sustainability.


We consider ethical practices, animal welfare and sustainability efforts to be a must when we select a brand. Next to this, we have highlighted additional criteria, which also appear as a filter on our site:


ALL NATURAL - where a product is produced using naturally occurring raw materials and/or ingredients.

CHARITABLE - where a brand donates a certain percentage of profit or sales to a charitable cause.

CONSCIOUS LUXURY - products that are created from the highest quality materials, made to last a lifetime.

MADE IN EUROPE - where a brand is designing and manufacturing in Europe.

ORGANIC - produced by organic farming, without the use of chemical fertilisers, pesticides or other artificial chemicals.

RECYCLED – a product that is made from materials that have been used before and turned into a new product. E.g. a glass jar made from recycled glass or a jumper made from recycled plastic.

SMALL BATCH - only producing small batches of products in order to reduce waste.

UPCYCLED - where new garments are created from pre-existing clothing, accessories or other items.

VEGAN - products that don’t come from animal sources and aren’t tested on animals.

All beauty brands we list are cruelty-free, non-toxic and free from harmful chemicals like parabens, sulphates, PEGs and mineral oils. For more info on the ingredients we exclude and why, read here.