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Welcome to Counter Culture Store - home to over 120 beauty and wellness brands. Shop brands you already know and love, and discover new, emerging and trending brands we think you'll love tomorrow! Our iconic to indie collection makes shopping and discovery easy. We champion sustainable and ethical brands. We believe sustainability is a journey, not a destination. All our brands must be cruelty-free and focused on several other sustainable and ethical attributes which may include vegan, plastic-free, waterless, organic, refillable, upcycled, female founded and more. We champion progress, not perfection. We're also advocates of female founders and well over 90% of the brands on our platform are female founded. Winners of the 2023 Woman & Home Best Sustainable Service and members of the British Beauty Council.