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WE’RE ON
A MISSION

Make it easier to shop for sustainable & ethical beauty products from boutique brands.

All from one convenient store.

We call it…

WE’RE ON
A MISSION

Make it easier to shop for sustainable & ethical beauty products from boutique brands. All from one convenient store.

We call it…

About Counter Culture

A small, but perfectly formed team, passionate about empowering change!

Launched in June 2021 Counter Culture are on a mission to make it easier for:

  • Consumers to “shop beauty, with a conscience” all from one convenient store.
  • Consumers to earn and discover more about sustainable beauty and how we can all make small changes that create big impact!
  • Boutique brands and specifically female founders to flourish!

“Beauty products aren’t going to change the world…
the people who buy them will”

88%

OF CONSUMERS WANT BRANDS TO HELP THEM LIVE THEIR LIVES MORE ETHICALLY & SUSTAINABLY
Futerra 2018

50%

OF CONSUMERS WANT TO BUY BEAUTY & WELLBEING PRODUCTS THAT ARE GOOD FOR THE ENVIRONMENT
Soil Association, 2021

41%

OF CONSUMERS FEEL GUILTY ABOUT THE ENVIRONMENTAL IMPACT OF THEIR BEAUTY PRODUCTS 
British Beauty Council

“Every time you spend
money you’re casting
a vote for the kind
of world you want!”

So why not vote for change with your wallet and reward sustainable and ethical beauty brands that are striving to do the right thing for people and the planet?

Brands that are committed to creating high-performing beauty products that are kinder to you and kinder to the planet too!

So whether you’re already made the switch and you’re looking to discover new brands or you’re ready to join the sustainable beauty movement, then Counter Culture is for you.

What sustainable means to us

The definition of sustainable & ethical beauty often means different things to different people. At CounterCulture we believe it means products that are good for both consumers and the environment and only support brands that are, or are working towards:

  • Using locally & ethically sourced, non-polluting ingredients.
  • Made with renewable energy and are net carbon zero.
  • Manufactured by companies who respect their employees, recognizing diversity and pay a decent, living wage.

products on our site

We’ve worked hard with our brands to ensure that their products are properly described, labelled with ingredients and any other information to help you find the perfect product. Look out for our badges which highlight key features of the products and brands that made them. 









Organic Icon
All Natural Icon




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Organic Icon
All Natural Icon



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Our Philosophy

Do More Good

We’re advocates for sustainable and ethical beauty products.  Products that are kind to people and kind to the planet too!

Entrepreneurial Spirit

We champion entrepreneurs and boutique brands who are passionate about creating sustainable and ethical products. 

Clear Transparent

We want to help educate consumers so they can make informed choices about switching to sustainable and ethical beauty.  

Collaboration & Community


We encourage collaboration as a means to foster creativity, inspire excellence and drive consumer change.

Female Founder First


We’re focused on making it easier for female founders to succeed.

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