As the beauty industry grows, an increasing interest in brand values has formed among shoppers. A recent study from the British Beauty Council found that around 50% of consumers are looking for more information, clarity, and transparency from their favourite brands. And I am certainly one of them... 

I’d spend hours researching cruelty-free makeup to later find that the cruelty-free mascara I wanted is full of toxic chemicals. It's a relief to find a non-toxic option, but it can be overwhelming not knowing what that really means. Likewise, I’ve noticed an influx of new nail polish brands boasting “10 free” in my local drugstore without knowing what “10 free” really means or why ‘Anxobolyxi’ shouldn’t be in nail polish. And let's not even get started on whether or not the product actually performs well. That's a whole different story. 
It seems like the list of beauty jargon is getting longer and longer! 

I realised that I couldn't be the only beauty lover getting confused by this growing list of terms. So I decided to put my writing background and long-standing passion for beauty to work!

In an industry swamped with unregulated terms, I created Green Fig Beauty to somewhat unveil an often described 'secretive’ industry. 

My aim is to provide education through this user-friendly interactive platform, hoping to unveil some of the secrecy behind an industry that has captivated me since childhood. I have fond memories of smearing my face with those children's play makeup sets from the 90s, but now I cringe at the thought of what they might have contained. If only my parents had a way of knowing back then...
For those seeking more ethical alternatives, you can find them by clicking here. 

Gone are the days of endlessly scrolling through the back pages of your favourite brand's website to discover that the information you need isn't even available there.

You know, like whether your beloved moisturiser is nut-free and safe for your sensitive skin that breaks out in hives at the mere whiff of a hazelnut (definitely not speaking from personal experience here)! Thankfully, with our brand directory, you can now effortlessly search for the information you need and find it in no time! What a relief! 

You want to know if that new organic concealer really works? 

Our blog posts are here to provide you with all the answers you need. Alternatively, head over to our product page and delve into the comments section to discover what others have to say. And hey, if you've already made the purchase, why not share your thoughts with fellow shoppers? Let's debunk the industry together! 

Thankfully, you’ll be glad to know that during my research on this topic I have found that there are more businesses taking ethics seriously than those that are not, despite the often negative headlines. It is encouraging to see that businesses are making a positive effort towards change in the industry. Our approach is to focus on the positive and highlight the brands that are making a difference, rather than criticise those that may not be doing so much. Click here to find out how we measure brands. 

I've dedicated all of my spare time to researching ethics in this space, thanks to my love of beauty products (thanks, mom, for all of those children's lipstick sets!).

If you find these resources helpful, you can consider buying me a virtual coffee. Your contribution will support the maintenance of this site and allow me to continue my research, making Green Fig an increasingly reliable and accessible online beauty resource. 

I hope you find the information here useful and that it helps you become a more informed shopper. 

Stay Green,
Elizabeth Algar, founder.