As someone who spends a lot of time browsing online for beauty products, it is no surprise that I am always on the look out for websites that not only have a great selection of brands available but are also incredibly passionate about cruelty-free and ethical beauty…

You can imagine my delight when I was scrolling through Instagram and discovered Lovethical, a new website that stocks a range of cruelty-free and vegan friendly products. Their website is visually very appealing, with a simple layout and multiple menu’s to find what you’re looking for, as well as a wealth of information about Lovethical’s ethics and core values.

A screenshot of the Lovethical website showing all the various menus to search for your items - review by

Lovethical takes the guess work out of buying cruelty free products, not only ensuring that every brand on the site signs a cruelty-free declaration form but also by adding an icon system across the whole site so you can easily identify if a product meets your own personal values and ethics. I love the transparency that Lovethical have in their approach to beauty, making the shopping experience easy and enjoyable by taking the guesswork out of buying cruelty free – ultimately making you feel like you can shop with confidence.

A screenshot of the Lovethical website showing all the various icons to identify brand values and ethics - review by

Lovethical may be a new small business but they already have some amazing brands featured on their site, including some of my personal favourites such as Bloomtown, Flawless, Friendly Soap, Moonie and Upcircle to name a few. They stock a wide variety of products from beauty and cosmetics to candles and fragrance. They have a good variety of products to suit every budget and the checkout is easy to navigate with multiple payment and delivery options to choose from including free shipping on all orders over £35.00.

A photo of the website on my smart phone laid next to a Flawless make-up brush, Moonie Reusable Makeup Pads and Upcircle Serum - Review by Beauty Folio

When it comes to the eco-friendly packaging, Lovethical have got it covered with either plastic-free or re-used packaging on all orders (as they choose to re-use rather than recycle). If you’re vegan, then again, there’s no worry as not only is every item listed on Lovethical vegan friendly but their packaging is also vegan too. All the tapes, adhesives, inks, ribbon and business cards are free from any animal-derived ingredients and anything added into your parcel is biodegradable and recyclable.

Lovethical logo in black and white

Lovethical have certainly thought about all aspects of their business with the consumer at the heart of everything they have worked for. They have made both the browsing and purchasing process simple and time efficient, something which is incredible important during our busy day-to-day lives. It is great to find a small business championing indie, cruelty free and vegan brands. I cannot wait to see Lovethical go from strength to strength and i’m sure this won’t be my last visit.

Have you discovered Lovethical yet? Check out their site here, to find out more.

Take Care,

Emma @ Beauty Folio x

One thought on “Lovethical: Cruelty Free Shopping at its Best…

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