Change The Way You Shop, For Good.
"In 2006, I wanted the power to choose – so, I created Faithful to Nature to give ordinary people access to honest, affordable, and ethical alternatives that were too few and far between. We created a world-first ingredient policy in search of clean ingredient lists and products that were free from toxins.
Today, our mission is to accelerate a future where everyone shops consciously: ultimately creating a world where the products we use do not harm us, our communities or our planet. And as a result, Faithful to Nature is a different kind of business that focuses on the things that matter. We are constantly refining our ingredient policy, growing our social impact, lessening our carbon footprint, pushing ourselves to positively impact the landscape of conscious retail."
We're Driven By
A Bigger Purpose.
- Empowering 1000s of better product choices through complete ingredient list transparency.
- Providing clean, toxin-free products (we check every single ingredient), and sharing need-to-know knowledge around these products and ingredients.
- Leading by example for a healthier planet and happier communities while growing a conscious community of customers and suppliers too.
- It's about progress over perfection; helping you take your next sustainable step – whether big or small.
We Are The First Retailer on the African Continent to Become BCorp Certified.
Faithful to Nature became a Certified B Corporation in 2021. B Corps are a new type of company that uses the power of business to solve social and environmental problems. Our certification means we meet the rigorous standards of social and environmental performance, accountability, and transparency, and have evaluated how our practices impact our employees, community, customers and environment. There are over 2 200 Certified B Corps around the world, including Patagonia, Ben & Jerry's and The Body Shop. We are proud to sit alongside these companies in redefining success in business, so that one day everyone will see and use business as a force for good. Read more about our certification on our B Corp profile.
How We Choose What We Sell.
We screen every product against three important pillars: Health, Environment, and Social Impact.
We check every ingredient so you don't have to.
There's no compromise when it comes to ingredients that are good for you, our communities, and our world.
We don't think twice about sustainability.
That's why we offer carbon neutral delivery, 100% plastic-free filters and more to curb our community's impact.
Spotlighting community-driven certifications.
Championing products that support and protect communities through sourcing, production and equitable global trade practices.
Now You Know More, You Can Choose Better.
Better Product Pillars
Using our screening pillars, we endorse proactive brands dedicated to improving themselves, their products, communities and the environment. The Faithful to Nature Choice is a guide you can use to support those working even harder for the greater good.
Shop by Value
On Faithful to Nature you can shop anything by filtering your preferences, from plastic-free to cruelty-free, plant-based and more to find exactly what you're looking for.
Explore Our Ingredient Library
Use our always-expanding encyclopedia of ingredients to learn more about what's in your products, their benefits, interesting info, and where to find more products with your magic ingredient.
Carbon Neutral Delivery
For every kilometer travelled, we offset the carbon emissions from our deliveries nationwide by funding innovative projects, as calculated by carbon experts – making Faithful to Nature the best option for a lower carbon footprint.
In 2021 we launched an ongoing partnership with the Earthchild Project, an NPO working to create meaningful change in two townships in Cape Town. This blossoming partnership focuses on raising awareness, financial contributions, donating equipment, and more, for over 3 500 children and 300 teachers.