I believe in promoting those brands who have chosen a slightly more difficult route than the ordinary fast fashion brand. Anyone can create a fast fashion brand and produce garments of low quality, with little thought and with zero responsibility. Anyone can produce makeup or beauty products without caring about which ingredients are put into the bottle, and how they affect people, animals and the environment in the long run.

Creating a sustainable, cruelty free brand though, can’t be done by anyone. It takes knowledge and research. It takes not caring solely about your revenue. And it takes heart. This is why I choose to promote the brands listed below. All of these brands are cruelty free, and some are also vegan and/or organic. This list will of course be updated regularly when I find new favourites that I want to share with you all. This is not a sponsored list, so none of these brands are paying to be presented here.


These are simply some of my favourite brands, creating some of my favourite products.




ANASTASIA BEVERLY HILLS  |  Anastasia barely needs an introduction, based on the huge success they’ve had during the past years with their fantastic eyebrow products. This is definitely my go to brand for eyebrow products! Anastasia are also listed as Cruelty Free by PETA.

BURT’S BEES  |  Burt’s Bees have some of my favourite lip care products, but are also great with hand and body care. They aren’t vegan (of course) but they are listed as Cruelty Free by PETA.

DERMALOGICA  |  Dermalogica is an amazing skin care brand with vegan and cruelty free products in minimalistic packaging. Dermalogica are also listed as Cruelty Free by PETA.

ESTELLE & THILD  |  Estelle & Thild is one of my absolute favourite beauty brands. This is a Swedish brand who creates organic products certified by EcoCert. Estelle & Thild are also listed as Cruelty Free by PETA.

IDUN MINERALS  |  Idun Minerals is a Swedish mineral makeup brand who recently started making skin care products as well. Their mineral powder foundation is the best around! Idun Minerals is cruelty free and the majority of their products are vegan.

KEVIN MURPHY  |  Kevin Murphy is my go-to hair care brand together with Maria Nila. Their series for blonde hair is a life saver (and I mean that literally, since this brand is of course cruelty free and listed by PETA).

LUMENE  |  Lumene is a Finnish brand, and one of those brands who’s been around forever for us Scandinavians. Since you can find it in practically every store it’s easy to forget that they are also cruelty free, that they source a lot of sustainable natural ingredients and that they have many vegan products as well.

MARIA NILA  |  Maria Nila is a Swedish hair care brand with 100% vegan products. Their shampoo and conditioner called “Heal” saves my dry and sensitive hair every day. Maria Nila are also listed as Cruelty Free by PETA.


ASKET  |  Asket is a Swedish men’s fashion brand creating sustainable garments for the simple and conscious man. Their collection is made up of 25 different basic items that never goes out of style. The transparency of their supply chain is also truly inspiring, take a look at their product details and see for yourself.

ORGANIC BASICS  |  Organic Basics is exactly what it sounds like – basic styles in organic cotton and recycled materials. They strive to make the fashion industry better, and sustainability is in the core of their business. They have amazing underwear and basic pieces like t-shirts and active wear.

PEOPLE TREE  |  People Tree is one of very few fair trade certified fashion brands that have managed to create some noise. Huge applause for that achievement! I’m a big fan of their basic pieces and day time dresses.

STELLA McCARTNEY  |  Stella McCartney is probably the first high fashion brand that comes to mind when I think sustainability and animal friendly fashion. Their heritage of never using fur, leather or feathers stands strong among other fur friendly high fashion brands.