Absolutely! We do not use any ingredients derived from animals, and we don't test on animals. Our fabric conditioners contain naturally derived softening active ingredients. All of our product are registered with the Vegan Society.

​We won't every try to claim 100% natural laundry formulas. This is mainly due to the ingredients available at the moment and product safety.

For example, our active cleaning agents come from natural sources, but during production it may be required that they are mixed with a processing aid, which may not be natural. This is the case with all ingredients of this kind.

Blended with essential oils, our fragrances are created by perfumers together with our scent obsessed founder Sam. Before we launch, we rigorously test on different fabrics to ensure a long lasting scent.

We are Shoreditch born and bred. We'll never leave. Mostly because the bagels are so good. In fact we're named after a street not far from our office - Wilton Way.