HOW WE CHOOSE OUR PRODUCTS
We curate and vet all our products to ensure they're good for you and better for the planet
ONLY THE TRULY PLANET-POSITIVE MAKE THE CUT
style
health
environment
social
LOWER IMPACT LIVING SHOULDN'T REQUIRE SACRIFICE
Despite our high bar, we don't believe that choosing a lower impact life should mean giving up on style, performance and joy. Which is why our selection starts with picking the brands and products that we think are pushing the bar
OUR INDUSTRY EXPERTS
CHRISTABEL BIELLA
Heading up Home & Food with over 20 years in retail product selection, previously a Buyer at House of Fraser, Farmdrop
TIFF DARKE
A fashion journalist, renowned for her advocacy in sustainable fashion. Former fashion editor for The Telegraph, The Times and Harrods
SAM ZIMMERMAN
Ex-Beauty editor at Grazia, Sam brings oodles of experience, carefully curating our bathroom products
Tom Berry
Sustainability expert Tom Berry has decades of experience at well known brands like FarFetch and Innocent
NOT ALL BRANDS ARE CREATED EQUALLY
Smaller brands are often at the forefront of innovation. They’re not just crafting exceptional products; they’re setting the next generation of standards and accreditations
Accreditations
We start by looking at the accreditations that brands have - from B Corp to Certified Organic ingredients and everything in between
Intent and action
While they often possess extensive accreditations we also choose brands based on their provenance, innovation, and exceptional design. Together, we can help them establish the new standards of tomorrow
Our planet fund supports
We work with the brands to identify the initiatives they want to work on next and support them to do so. Read more here
Some of our impact-led brands:
Some of our impact-led brands:
CURIOUS ABOUT SOME EXAMPLES?
CITIZENS OF SOIL
UPCIRCLE
KINFILL
CITIZENS OF SOIL
With over 1,400 five-star reviews, their award-winning extra-virgin olive oils are a true taste sensation. As a certified B-Corp, they go above and beyond with initiatives that matter. They champion female farmers and collaborate with those who actively promote biodiversity through diverse planting, allowing animals to graze between the groves and practicing low or no tillage. This is what people refer to as ‘regenerative farming.’ It’s no wonder we proudly stock their products!
UPCIRCLE
UpCircle transforms natural by-products - such as used coffee grounds and fruit stones - into highly effective skincare. They utilize recyclable and refillable packaging, are certified plastic-negative, and hold ethical certifications (B Corp, vegan, cruelty-free, and organic). UpCircle is transparent about its ingredients and actively supports community and environmental initiatives. While independent accreditation for all this innovation may not always be feasible, their commitment is undeniably inspiring and truly planet-positive.
KINFILL
Kinfill offers concentrated, non-toxic home cleaning products in reusable, elevated aluminum bottles - eliminating single-use plastics. Their plant-based, cruelty-free formulas are free from harsh chemicals, and all packaging is recyclable. With local production to minimize transport impact, Kinfill is also B Corp certified. While no standard currently exists for design-led cleaning products systems that eliminate the need for plastic, it's without doubt a pioneering low impact model