1. Responsible sourcing
We favour suppliers who can explain where ingredients come from and how people and environments are treated along the way.
We are Smush
Our ethics
Good products should come with honest choices. Our approach is to be specific, keep improving and avoid grand promises we cannot prove.
Last updated: August 8, 2026
2. No unnecessary animal testing
We support modern, non-animal safety assessment and expect suppliers to meet the standards required for the markets where products are sold.
3. Less waste
We reduce packaging where practical, prioritise reusable or widely recyclable materials and keep reviewing better alternatives.