About Us
Change The Way You Shop, For Good.
In 2006, Faithful to Nature was created by a shopper just like you to give ordinary people access to honest, affordable, and ethical alternatives. To do so, we created a world-first ingredient policy in search of safe ingredients and products free of toxins.
Today, Faithful to Nature's mission is to accelerate a future where everyone shops consciously, ultimately creating a world where the products we use do not harm us, our communities or our planet. We are fiercely committed to being relentlessly transparent. Therefore, we are constantly refining our ingredient policy, growing our social impact, lessening our carbon footprint, and pushing ourselves to positively impact the landscape of conscious retail.
The First Retailer on the African Continent to Become BCorp Certified.
The First Retailer on the African Continent to Become BCorp Certified.
Faithful to Nature became a Certified B Corporation in 2021. B Corps are a new type of company that uses the power of business to solve social and environmental problems. Our certification means we meet the rigorous standards of social and environmental performance, accountability, and transparency, and have evaluated how our practices impact our employees, community, customers and environment. There are over 2 200 Certified B Corps around the world, including Patagonia, Ben & Jerry's and The Body Shop. We are proud to sit alongside these companies in redefining success in business, so that one day everyone will see and use business as a force for good. Read more about our certification on our B Corp profile.
How We Choose What We Sell.
We screen every product against three important pillars:
- Health
- Environment
- Social Impact
We check every ingredient so you don't have to.
There's no compromise when it comes to ingredients that are good for you, our communities, and our world.
We don't think twice about sustainability.
That's why we offer carbon neutral delivery, 100% plastic-free filters and more to curb our community's impact.
Spotlighting community-driven certifications.
Championing products that support and protect communities through sourcing, production and equitable global trade practices.
Now You Know More, You Can Choose Better.
Better Product Pillars
Using our screening pillars, we endorse proactive brands dedicated to improving themselves, their products, communities and the environment. The Faithful to Nature Choice is a guide you can use to support those working even harder for the greater good.
Shop by Value
On Faithful to Nature you can shop anything by filtering your preferences, from plastic-free to cruelty-free, plant-based and more to find exactly what you're looking for.
Explore Our Ingredient Library
Use our always-expanding encyclopedia of ingredients to learn more about what's in your products, their benefits, interesting info, and where to find more products with your magic ingredient.
Carbon Neutral Delivery
For every kilometer travelled, we offset the carbon emissions from our deliveries nationwide by funding innovative projects, as calculated by carbon experts – making Faithful to Nature the best option for a lower carbon footprint.
Who We Are
The Faithful to Nature team is driven by over 100 dedicated staff, spread across South Africa, making sure you get the best possible products as quickly and easily as possible. The team includes operations and warehouse teams, retail store teams, product specialists, a customer service team, technology, finance, and all the support teams needed to make sure we keep operating and improving.
We're motivated by our founding team values of Responsibility, Bravery, Action, Caring, Respect, Love and Unity.
Faithful to Nature's co-CEOs are:
- Luisa Tropartz
- Paul Cook
Faithful to Nature is part of the Silvertree Brands Group, a collective of purpose-driven brands. You can find current vacancies on the Silvertree Brands Careers page.Faithful to Nature was founded by Robyn Smith, whose commitment to honest and ethical products helped shape the company’s core principles. Although Robyn is no longer actively involved with Faithful to Nature, please direct all queries to:
- Call: 021 785 3268
- WhatsApp: 064 836 0749
- Email: [email protected]