FAQ
How do you choose the brands included?
The short answer: The brand must be kind to nature, animals, and safe for you.
The more detailed answer involves a combination of key criteria. First and foremost, we ensure that every brand complies with EU regulations, which set important standards for ethical and sustainable practices. For example, the EU has banned animal testing for cosmetics since 2004 for finished products and since 2009 for ingredients. Furthermore, since 2013, no cosmetic products (whether made in Europe or imported) can be sold in the EU if they have been tested on animals. This commitment to animal welfare is non-negotiable for the brands we feature. Additionally, we require brands to comply with EU laws that mandate transparency in ingredient disclosure through the use of the INCI (International Nomenclature of Cosmetic Ingredients) system.
Sustainable Materials and Ethical Production
We only feature brands that consciously choose materials from sustainable sources, such as recycled, locally sourced, or ethically farmed options. For cosmetics, we prioritize brands that use a majority of natural ingredients to ensure both environmental safety and the health of your skin.
Holistic Sustainability Standards
We evaluate each brand based on four comprehensive categories, which you can review on each brand’s page:
- Materials
- Production Practices
- Packaging & Shipping
- Social Responsibility
A true commitment to sustainability requires action across all these areas. For example, it’s not enough for a brand to simply use green energy or recycled packaging—we look for brands that demonstrate a comprehensive, all-encompassing commitment to eco-friendly and ethical practices in every aspect of their business.
Verification and Transparency
We rigorously verify any certifications claimed by the brands, often cross-checking official databases or directly communicating with certification bodies when necessary. Additionally, we use public databases to verify whether a company qualifies as a small, micro, or solo brand. In Finland, this data is publicly accessible by law, which allows us to ensure the transparency and authenticity of the brands we feature.
Our goal is to filter out greenwashing and unverified claims so you can trust that the brands on our platform are genuinely sustainable. We are constantly refining our processes to maintain the highest level of transparency and accountability for your peace of mind.
Why can't I find (...) brand although they are sustainable?
We focus on supporting micro and small businesses, as well as sole proprietorships, because these brands are often driven by passion, innovation, and a commitment to ethical practices. Smaller companies tend to be more agile, transparent, and dedicated to sustainability, which aligns with our values. By showcasing these brands, we’re helping them grow while connecting conscious consumers with businesses that prioritize the environment and social responsibility.
If you know of a brand that fits these criteria and isn’t listed yet, please send us a message here! You can also find more information about the categories we support in the next tab.
How do you know a company is micro/small/solo?
We rely on public records of registered company data in Finland to determine the size of each business.
Here are the definitions we use:
- Micro: 1-9 employees, €0-2 million turnover per year
- Small: 10-50 employees, €2-10 million turnover per year
- Sole Proprietorship: Registered as such
If you’d like a detailed table listing all our brands along with their size and company type, feel free to send us an email.
Are you associated or a branch of a bigger company?
No, we are completely independent :)) Just for the passion of a better world and a deep love for nature.
How can I be sure the brands are truly sustainable?
We prioritize transparency. Each brand on our platform provides detailed information about their sustainability efforts, materials used, and production processes. We also encourage brands to undergo certifications such as COSMOS Organic, B Corp, GOTS (Global Organic Textile Standard), or other relevant eco-certifications. You can review these details on the brand’s profile or product pages.
While we aim to highlight brands that are leading the way in sustainability, not all companies are 100% sustainable. Sustainability is a journey, and many brands are continuously improving their practices. We prioritize those making genuine efforts to reduce their environmental impact and operate ethically, while being transparent about their practices and progress.
Can I purchase products directly from your website?
We do not sell products directly. Instead, we connect you to the brand’s official online store where you can make your purchase. Our website acts as a bridge between conscious consumers and sustainable brands, helping you discover and support ethical businesses.
You can also use our Eco Explorer maps to locate stores in your area.
How can I learn more about sustainability and eco-conscious living?
We have a dedicated blog and resource center that provides tips, guides, and articles on sustainable living. Whether you’re new to sustainability or looking to deepen your knowledge, we offer resources on topics like zero-waste living, eco-certifications and clean beauty to help you make informed decisions.
How can I suggest a brand to be featured on the website?
We love hearing about new sustainable brands! If you know a brand that you think should be featured, please fill out our contact form on the website. Our team will review their practices and consider adding them to our platform if they meet our sustainability criteria.
Didn’t get your question answered? Contact us.