The thought that our vanity could play a part in the exploitation and harm of animals is incomprehensible.
The term 'cruelty-free' is predominantly linked to animal testing and whilst there are now many 'cruelty-free' companies, they may still be linked to other practices or ingredients that can cause harm, distress or even death to animals.
We take our commitment to the next level. For us, 'cruelty-free' is more than avoiding animal testing; we go above and beyond to make sure the companies we work with and the products we sell have no involvement in animal cruelty. That's why we specialise in vegan beauty and will only sell makeup brushes or false lashes made from synthetic hair rather than animal fibres. All the companies we work with are vetted for their credentials and attitude towards not just animals but people and the environment too.
Of course being vegan is a sure-fire way of being cruelty-free, but we also understand that for some people the idea of making such a lifestyle change can be quite overwhelming, that's why we encourage and champion every single conscious choice you make, whether it's banishing fur, Meat-Free Mondays or being aware of the manufacturing of your mascara. They are all steps towards a more compassionate lifestyle, and shopping good, feels good, so don't be surprised if you get hooked!
You can find more information about our policies and criteria here