When we started this business, we were naive to think it’d be easy. The difference between brands saying what they do well - and how they’ll be better - is like fahrenheit and celsius. There are many ways to measure the same outcome.
It’s not a problem, but an opportunity to do better and empower our customers. And what fuels empowerment? Trust and clarity. That’s why we created these standards as a starting point. Over time, they’ll improve. Expand. Get sharper and even more confident. This is just the beginning.
For self-declared or certified vegan products.
We’re aiming for a wide range of animal-free products across our store. This stands for no animal ingredients, and plant alternatives wherever possible. Brands are only credited with our ‘vegan’ label if they have received third-party accreditation from the Vegan Society or other recognised groups.
For self-declared or certified organic products.
Natural farming methods secure third-party accreditation from COSMOS, USDA or other groups. This promotes tillage, rotation, biological pest or weed control, and various organic cultivation practices. If brands can’t prove it, they don’t get the badge. We also help some brands self-declare ‘organic’ if they can’t afford official authentication.
For self-declared or certified natural products.
We believe quality and natural processes should go hand-in-hand. Therefore, we credit brands for COSMOS or USDA certification. This stands for low levels of artificial and synthetic ingredients. Businesses must prove they are taking steps towards all-natural production, as well as using resources responsibly. However, we also help some brands self-declare ‘natural’ if they can’t afford an official review.
Ideally, products should speak for themselves. Our curators look for brands that don’t use excessive packaging, so we can lower waste and remain biodegradable. Two forms of recyclability are assessed - the product itself, and the outer packaging. However, we understand that full sustainability takes time as well as plenty of inventive design choices. That’s why we celebrate every step towards degradable, recyclable materials.
Coral Reef Safe
While there is still a lot of work to be done in order to help protect the fragile coral reefs, purchasing reef-safe sunscreen can be a huge help.Brands are only credited with our ‘Coral Reef Safe’ label when their products don’t include oxybenzone and octinoxate in the listed ingredients. These two chemicals are harmful to corals and can cause sunscreen-induced coral bleaching. Their absence points the product being reef-safe.
Are we missing anything? Tell us.
We’re always looking to improve and refine our green credentials. There’s so much happening online. Or down the road. Next door. From kids with phones or gardeners with muddy hands. Everyone can pitch in with their vision.
If you have any ideas, please get in touch at firstname.lastname@example.org