Ethical is our everyday
Our promise to you. Ethical by Nature.
Delivering wellness everyday
Our Naturopaths carefully check every new product to ensure it delivers on New Zealand’s leading ethical, ingredient and environmental standards. If it’s made the grade, you can be sure it’s a kinder choice for both you and our planet.
Choose products that help you live well, and live lightly
- 6000+ products for your everyday wellbeing
- 350+ brands backed by values
- 1 Mindful Committee encouraging meaningful change
Our 5-step ETHICS check
Before we stock any new brand or product, our Naturopaths ‘ETHICS check’ it against our six criteria: Eco-friendly, Transparent, Holistic, Ingredient Integrity, Caring and Sustainable. Here’s how:
Mindful values check
We're big on brands that do business in a more mindful, kind and ethical way. We ask how they're living and breathing our four Mindful Values; Mindful of Nature, People, Materials, and Transparency.
Q&A time
Our Mindful Brands Committee holistically assesses their answers, asking our 10 ethical questions to ensure they live up to our socially responsible and sustainable standards.
How did they do?
New brands are scored based on our Mindful Values and other criteria, like their goals and commitments. Not every brand or product makes the grade straight away, so we work with them to positively influence their practices.
Sorting the nitty-gritty
Once we understand our values alignment, we work through other important information to make your shopping choices easier, including their full list of ingredients and Shop Your Way values.
Review and approve
Our expert Naturopaths review all this information and check the ingredients, claims, testing and certifications. Then - and only then - are they stocked on our shelves for you to make a conscious choice.
We’re on an ethical evolution to help you make more mindful choices – and our supplier brands are too.
10 ethical questions we ask before stocking our shelves
New brands:
1. Can they provide proof of their values, and how do they share this with their customers?
2. How engaged are they with being on a journey to doing better?
3. Can they provide evidence of supply chain transparency and ethical trade?
4. What certifications do they hold? E.g. Certified B Corp, Certified Organic, NATRUE, Certified vegan
5. If they’re an international brand, is there a local brand we can support instead?
New products:
6. Are the products manufactured to high standards?
7. Do the ingredients meet our strict standards and are they sourced ethically and transparently?
8. Are they following legislative guidelines for marketing claims and amounts of allowable ingredients for their products so that the customer's safety is top of mind and there is a high level of social responsibility?
9. Are they delivering higher quality or more sustainable options than what’s currently available on the market?
10. Are the formula & ingredients well researched and appropriate for the intended use?
Healthy products backed by ethical values
Mindful Brands
Our Mindful Values guide our daily choices – to make sure we’re always mindful of nature, people, materials, and that these choices are always transparent. That’s why we created Mindful Brands, so you can shop brands that share your values too.
Shop Your Way
You're one of a kind, so we’ve made it easy to shop your way with our 40+ filters. If you’re looking for products that are carbon neutral, vegan, New Zealand made, organic or more, you can Shop Your Way, by your values.
Our standards. Your standards.
Marine sustainability
We care deeply about the health of our oceans, so we only stock fish products that are independently certified as being sustainably sourced.
No surprise sugars
We’re sweet on nature, not on sugar. You won’t find any surprise sugars hidden where they shouldn’t be – not in your supplements or protein powders.
Independently tested sunscreen
We're thrilled to see NZ law change in 2022, requiring all sunscreen to be independently tested. Something we've been committed to since 2018, and we'll continue to raise the bar for more ethical and effective sunscreen.
Like you, we mind whether we’re making a difference.
That’s why we continue to ask the hard questions and collaborate with leaders to raise ethical standards across our industry.
Make ethical choices your everyday
Love us? Join us
We’re looking for likeminded people and partners to join us. Explore our current vacancies or get in touch with us about your product and brand values. We want to hear from you.
Why choose us?
10,000+ customers choose us every week because of our good value and good values. From our ingredient standards to delivering wellness to your door, shopping with us has never been easier.
Our sustainability impact
