We are building a community-centric platform that unites and empowers ethical businesses and consumers through love, beauty and connection. This movement is in its early days and we invite you to join us, to grow with us, and be change-makers together.
We are committed to being led by the heart and keep integrity at the core of our identity. This is reflected in our three core values and how we execute them.
We support only brands that are committed to being completely cruelty free, including not importing to countries that require animal testing by law e.g. mainland China.
None of these Dirty 10: petroleum and petroleum by-products, unsustainable palm oil, triclosan, synthetic musks, DEA, BHA and BHT, micro beads, oxybenzone, synthetic dye p-phenylenediamine, and phthalates.
We know you have had enough of the green washing scam. Labels like “green”, “pure”, “organic” and “natural” have been used to market businesses and products that hold none of these values. In order to support the growth of people and businesses that are truly doing good, someone has to look into the fine prints and investigate the facts. That is where we come in.
We are committed to upholding our three core values: 100% cruelty free, vegan and eco-friendly. The 3-No's standard is transparent and entirely objective, and we vigilantly apply them to all brands coming onto our platform (by due diligence and committing each to sign this representation to you the consumer). We are here to curate a platform you can trust, without being deprived of choices but also not compromising your ethics and values.
Imagine animal protection 2.0 and social enterprise 2.0 crossover where ethical entrepreneurs create fulfilling business to serve enlightened consumers.
Dreamer? But we are not the only one.
But we can all change that, by seeking to understand what is actually happening beneath the surface and become conscious consumers.
MINIMAL seeks to bring understanding of two kinds: information and solution. To empower us all to change, and to love.
At MINIMAL we empower entrepreneurs to start and grow their brands without harming the lives of animals and the planet, and build their brands on ethics and integrity.
We inspire the growth of ethical consumers. We hope to create a healthy and sustainable business model to be a living proof of the growing demand of a humane economy.
We support non-profits and activists in their invaluable work to create a more humane world through procuring changes in the legal and economic systems.
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