We are a family run business created due to our own frustration in trying to buy cruelty free. Although there are many brilliant companies out there selling great products it was difficult and expensive to continually purchase these products from so many different sources. We wanted all these products in one place to make it easier to browse and compare products.

Our goal is to make going cruelty free as easy and inexpensive for you as possible. To make you feel even better about going cruelty free, 10% of our profits will be going towards various animal charities, local, national and abroad. So not only are you withholding money from companies that continue to exploit animals, you are also donating to animal welfare just by buying everyday items. You might even save money!

We have a shop located in Stourbridge, West Midlands to make it possible to view and test these products prior to purchase. As shoppers we like to smell the perfumes and see and feel products for ourselves before buying. We want to make it easy for our customers to get what is best for them and enjoy the shopping experience. If you cannot get to Stourbridge then we appologise in advance for the inconvienience, however if you are planning a day out there are plenty of tourist attractions in the local area.