Our Mission

A launchpad for conscious commerce—where responsible brands are discovered, nurtured, and brought to market

Our Vision

To transform the future of commerce by making health, transparency, eco-friendly and ethical non-negotiable standards—achieved through rigorous vendor curation, strategic gap identification, and by turning aspiring founders into new business owners, backed by community-powered crowdfunding to fund and launch their ventures.

Our Standards

Health

This standard evaluates that products must be designed with human well-being in mind—minimizing harmful ingredients, toxins, or processes. Vendors should take a proactive approach to wellness, moving beyond the bare minimum of regulatory compliance.

  • Material Integrity: Products must be free from ingredients and materials known or suspected to be harmful to human health. This includes, but is not limited to, parabens, phthalates, BPA, toxic dyes, and other carcinogens or endocrine disruptors. The focus is on pure, non-toxic, and least processed materials.

Transparency

This standard is the foundation that makes the other three verifiable. It requires brands to operate with a level of openness that empowers consumers and holds the company accountable to its claims.

  • Supply Chain Traceability: Brands must provide a clear and verifiable map of their supply chain, from the origin of the raw materials to the final stages of production. This allows for independent verification of ethical and environmental claims.
  • Radical Honesty in Marketing: All marketing and labeling must be clear, accurate, and free from misleading "greenwashing" or "health-washing" claims. This includes providing straightforward explanations of all ingredients and materials used.
  • Open Accountability: Brands must be forthright about their business practices, including sharing third-party certifications (e.g., Fair Trade, B Corp, Leaping Bunny, USDA Organic). They should be accessible and responsive to customer inquiries, fostering a culture of trust and continuous improvement.

Eco-Friendly

This standard evaluates the entire lifecycle of a product to ensure its impact on the planet is minimized and, ideally, restorative. It is a commitment to preserving the environment for future generations.

  • Sustainable Sourcing: Raw materials must be sourced in a way that is renewable and environmentally responsible. Vendors must prioritize materials that are regenerative by nature.
  • Low-Impact Production: The manufacturing process itself must be designed to be resource-efficient. This involves minimizing water and energy consumption, reducing waste, and preventing pollution of air, water, and soil.
  • Circular Design: Products and their packaging must be designed with their end-of-life in mind. This means they are predominantly reusable, recyclable, compostable, or biodegradable, thereby minimizing landfill waste and promoting a circular economy.

Ethical

This standard ensures that compassion and fairness are core to a product's creation. It addresses the social and ethical footprint of a business, demanding respect for all living beings involved in the supply chain.

  • Fair Labor Practices: All workers in the supply chain must be guaranteed safe working conditions, paid a living wage that allows them to meet their basic needs, and work reasonable hours. The absolute prohibition of forced labor, child labor, and discrimination is a non-negotiable baseline.
  • Animal Welfare: A strict cruelty-free policy is required. No animal testing should occur at any stage of product development. Furthermore, if animal-derived ingredients are used (e.g., wool, honey), they must be sourced from suppliers who can verify the humane and ethical treatment of the animals.