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The founder of Sarah Cruse wearing white and smiling in front of a green plant. was founded by Sarah Cruse in 2019. Prior to this, she had left her full time job in customer service to launch a blog on natural living and an online directory of UK zero waste shops. opened for sellers a year later, and officially launched for business in November 2020.

Driven by her love for the natural world and her desire to protect it, Sarah's goal is to make it easy for families and individuals in the UK to use less plastic. In addition, she is keen to keep carbon emissions to a minimum while supporting British economies. Therefore all products on are made in the UK by small, ethical businesses. Every seller is vetted to ensure their ethics are aligned with those of and that their products meet strict requirements for quality, sustainability and safety.

In her spare time, Sarah enjoys being in nature, climbing mountains and relaxing at home with family and friends.