The Home Of Cruelty Free Beauty & Wellness

Brand Vision

Every purchase we make that supports cruelty free skincare or natural and organic beauty brands is our way of voting for the future we believe in - creating a culture where no products are ever tested on animals and non-toxic, natural and organic products are the norm.


The Loyal Crush community is dedicated to solving questions such as: Are my products cruelty free? Can I trust this brand? Is the brand committed to sustainability practices, organic or non-toxic ingredients? Business owner Zoe and her team have curated the best beauty brands in Australia and internationally to ensure that what you’re using on your hair, skin and body measures up to that ethics test. Brands include names such as Orchard St, Superfeast, Ere Perez and US brands Axiology, Province Apothecary and Maison Louis Marie.“If enough of us ask these questions, this can create momentum to get big brands thinking how they can do better - and shift environmental outcomes for the planet,” Zoe explains.

We understand the desire to live a better life by adding meaning to everything we do.

Loyal crush