What kinds of brands are listed on this site?
We feature cosmetic, skincare, haircare, bath & body, nailcare, and beauty tools brands that have at least one active social media channel and fall into one of two categories:
Primary list (must meet all criteria)
- Majority-owned (51%+) by a Woman or non-binary Person of Color
- Founded by a WoC/non-binary PoC
- Founded by a WoC/non-binary PoC, but not majority-owned by a WoC/non-binary PoC (either through a partnership or through an exit)
- Owned and founded by a Man of Color
- May or may not be cruelty-free
How can I recommend a brand?
I need information corrected or removed.
If you represent a brand featured on this site and you find incorrect or misstated information, please send us an email.
What is a cruelty-free brand?
Our definition of cruelty-free: A cruelty-free brand is committed to never testing on animals in any part of their supply chain. The brand does not test their products on animals. All ingredients are sourced from retailers who do not test on animals. Products may not be directly sold in countries that require animal testing by law.
How is this determined?
Is vegan the same as cruelty-free?
Not necessarily! Vegan brands in the database have products with NO animal products or animal byproducts. A brand can be cruelty-free but not vegan, such as skincare (never tested on animals) made with ethically harvested honey.
Where can I read more about this?
What are affiliate links?
When available, we use affiliate links to link to retailers and products. When you click or tap an affiliate link, you’ll be immediately redirected to the site. Using affiliate links allows us to make a small amount of money off your purchase when you click the link and make a purchase. If you’re uncomfortable with this, please feel free to search for the brand/product instead of clicking through the affiliate link.
Why do you use them?
Compiling our list data takes a significant amount of time. Affiliate links are the least intrusive way to support our efforts while you support the entrepreneurs featured in our lists.
How do you choose the product featured for each brand?
We choose the featured product from each brand based on its rating, reviews, sales, or use. It’s often the brand’s flagship or most popular offering, but sometimes it’s just a product we find beautiful or innovative. Most products recommended to try are vegan and made without common irritants, but please look over the ingredients before purchasing!
How can I help make this site better?
The source code for this site is public on GitHub. Pull requests welcome!