Got a thing for brands that align with your values? So do we... and we’ve got news for you — our hub of Cult Conscious heroes just got bigger! From skin care staples to hair care must-haves, prepare to overhaul your routines with a plethora of products that cater to your every concern.
But first, what exactly is Cult Conscious, you ask? Put simply, it’s our pledge to provide you with honesty and transparency to help inform your wishlists... however long they may be. In partnership with Provenance — a transparency-tech platform — we’ve committed to providing you with key facts that matter. Curious to know whether the formula you’ve had your eye on is vegan, cruelty-free, widely recyclable or Black-owned? We’ve got you covered with Proof Points that’ll steer you in the right direction.
Now, onto the best part — the latest stars in the Cult Conscious showcase...
NEW BRANDS ON THE CULT CONSCIOUS BLOCK
KRAVEBEAUTY
If you’ve been kraving a little more than a crumb of radiance in your daily rituals, skin care brand KraveBeauty has everything you need to unlock a generous glow. Proving that less can be more when it comes to skin care, KraveBeauty dreams up everyday essentials designed to simplify your routine and tackle common complexion concerns, without compromising — or replacing — our natural ecosystem.
Proof Points to look out for:
- 1% for the Planet
- Donates to Charity
- Female-Led
- Person of Colour-Led Business
- PETA Cruelty-Free & Vegan
- B Corporation
SHOP ALL KRAVEBEAUTY >>> READ MORE ABOUT KRAVEBEAUTY >>> ULÉ
Up next, Ulé’s host of glow-bestowing favourites are designed to support, optimise and build our protective skin barrier, thanks to three high-performing plants — centella, tulsi and coleus. Housed in verde-green bottles and jars (which make for great shelfie moments), its farm-focused formulas are BIORIUS vegan certified and inspired by our body’s natural ability to adapt to external environments.
Proof Points to look out for:
- Clinically Tested
- BIORIUS Vegan Certified
- BIORIUS Clean Certified
- Partly Recyclable
- Reduced Packaging
- Origine France Garantie
SHOP ALL ULÉ >>> READ MORE ABOUT ULÉ >>> HUMANRACE
Now, we’re passing the mic to Humanrace, co-founded by world-renowned creative Pharrell Williams. Keeping with the green theme, these skin care essentials are born of the belief that nothing is more important to humanity than wellbeing. Gone are the days of choosing between self care or skin care — double up on the TLC with refillable formulas (think: gentle exfoliators, moisturisers and cleansers), which won’t settle for anything less than first place.
Proof Points to look out for:
- Leaping Bunny Cruelty-Free
- Refill Solution
- EWG Verified
- Clinically Tested
SHOP ALL HUMANRACE >>> READ MORE ABOUT HUMANRACE >>>
LUNA DAILY
A female-founded business on a mission take over your pamper sessions? Enter: Luna Daily — the brand built by a team of dermatologists and gynaecologists to create gentle, vegan and pH-perfect formulas for even your most intimate areas. Whether you’re prone to an ingrown hair (or two) or need a midday refresh when you’re out and about, this body and vulva care powerhouse offers a range of kind to skin staples.
Proof Points to look out for:
SHOP ALL LUNA DAILY >>> READ MORE ABOUT LUNA DAILY >>> ADWOA BEAUTY
Tend to your textured tresses with help from adwoa beauty, the Black-owned and female-founded brand that’s home to cruelty-free, kink-first formulas. Elevate your wash day rituals with miracurl-working heroes that aren’t too heavy, greasy or watered down. Channeling her experience as a session stylist through to her products, founder Julian Addo aims to flip the script on the notion that textured hair is a chore.
Proof Points to look out for:
- Black-Led Business
- Female-Led Business
- Leaping Bunny Cruelty-Free CCIC
SHOP ALL ADWOA BEAUTY >>> READ MORE ABOUT ADWOA BEAUTY >>> SOL DE JANEIRO
Take the ‘Sun of January’ wherever you go with Sol de Janeiro’s body care bestsellers, bursting with cruelty-free cocktails. Serving up summer feels all year round, take a break from chasing the sun and bask in its host of glow-getters, which dominate the For You Page. Powered by the Amazon's freshest ingredients, these sunshine-scented must-haves instantly transport you to the sandy shores of Copacabana and beyond.
Proof Points to look out for:
- PETA Cruelty-Free
- Refill Solution
SHOP ALL SOL DE JANEIRO >>> READ MORE ABOUT SOL DE JANEIRO >>> ELEMIS
Founded in London in 1988, ELEMIS’ staples are both defined by nature and led by science. With a combination of active ingredients and cutting-edge technology, this world-renowned brand boasts a line up of everyday essentials designed to add a touch of luxury to your skin care regimen. That’s right, a hydrated, happy and healthier-looking complexion is right around the corner...
Proof Points to look out for:
SHOP ALL ELEMIS >>> ACT+ACRE
From seed to scalp, Act+Acre’s Cold Processed System is at the heart of every shampoo, conditioner and hair treatment. Founded by Helen Reavey, a hair health fanatic and stylist to the stars, this brand champions plant-powered blends designed to support scalps and in turn, reveal luscious locks as a result.
Proof Points to look out for:
SHOP ALL ACT+ACRE >>> ALLIES OF SKIN
Consider Allies of Skin your resident hero thanks to its cruelty-free formulas which cut corners. Founded by Nicolas Travis, this LGBTQIA+-led brand puts effortlessness, efficacy and speed at the forefront of all its products. Think: suits-all staples and multi-hyphenate must-haves made to deliver maximum results in as few steps as possible.
Proof Points to look out for:
- Person of Colour-Led Business
- LGBTQIA+ Led Business
- PETA Cruelty-Free
SHOP ALL ALLIES OF SKIN >>> OLE HENRIKSEN
Say helloto OLE HENRIKSEN, the sought-after brand blurring the lines between skin and self care, one drop at a time. With everything from skin-brightening favourites to dew-restoring concoctions, the brand blends active complexes with naturally derived botanicals and fatty acids. What’s more, its signature sensorial sign off and stand-out packaging transforms your daily skin care rituals into a spa-like experience.
Proof Points to look out for:
SHOP ALL OLE HENRIKSEN >>> READ MORE ABOUT OLE HENRIKSEN >>> AUGUSTINUS BADER
For those who value the finer things in life, discover Augustinus Bader, the eponymous brand championing body, hair and skin care potions that are backed up by three decades of stem cell research! Housed in cobalt blue packaging adorned by bronze gold accents, these one-to-behold staples are designed to go above and beyond to address your every concern.
Proof Points to look out for:
SHOP ALL AUGUSTINUS BADER >>> THE OUTSET
Once an idea and now a reality, actress-turned-producer, Scarlett Johansson partners with renowned entrepreneur, Kate Foster to dream up The Outset. Enter the brand’s world of cruelty-free products that hydrate and support a strong barrier through daily skin care struggles. Complete your routine with everything from gentle cleansing creations to texture-refining face masks that won’t disappoint.
Proof Points to look out for:
- Leaping Bunny Cruelty-Free - CCIC
SHOP ALL THE OUTSET >>> With all these new additions to our network of Cult Conscious brands, we wouldn’t blame you if you were spoilt for choice...
SHOP ALL CULT CONSCIOUS >>> 
