Our Principles

From responsible sourcing to reducing our environmental impact, our principles are at the heart of everything we do.

Meet James

Responsibly sourced ingredients

High performance, quality and safe ingredients are our priority. We know where our ingredients come from and we are committed to building relationships with our growers and farmers – not only to ensure the quality of our precious ingredients, but also to monitor our impact on the environment, the community and fair working conditions. Our preferred suppliers are those that can deliver consistency, with known origin and proven efficacy.

Naturally Active

We champion Naturally Active ingredients, so when we formulate a new product we expect that, wherever possible, the primary function or performance is achieved from ingredients that have been classified as naturally derived, either from plant, marine or mineral sources.

No animal testing

We never do it and have been approved under The Leaping Bunny Programme since its launch.

The Leaping Bunny is the globally recognisable gold standard for cruelty free cosmetics and personal care products. It is the only cruelty free license that requires a supplier monitoring system to be implemented by the brand; checking the supply chain for animal testing right down to ingredient manufacturer level.


We’re committed to providing the best packaging possible, designed to protect the product and deliver the best performance. We carefully consider all our packaging to ensure that it is best for our products while minimising its impact upon the environment.

Bee on a flower

Suitable for vegetarians

All of our products are suitable for vegetarians. We do use animal by-products such as beeswax, propolis and Manuka honey, however we never use animal-derived ingredients such as carmine, shellac or collagen.

The environment

We recognise our environmental impact and strive to reduce this wherever possible, considering everything from our packaging to the impact of our island HQ.

Our philosophy

Radiance is confidence

We know beauty isn’t only skin deep, but when you look good you feel good too. A gentle skincare routine combined with a healthy lifestyle is nature’s secret to achieving radiantly healthy-looking skin – it can be a great confidence booster.

We keep things fuss-free

We promote an effortless routine which achieves radiantly healthy-looking results for all ages and skin types.

We’re happy when you’re happy

One of our founding principles was to provide outstanding service and the highest level of care – bringing you honesty, integrity and expertise, always. However you shop with us, we can guarantee a warm welcome awaits.

Our commitment to cruelty free

Liz Earle Beauty Co. believes that beauty products should be cruelty free. We’re proud to be Leaping Bunny approved, the globally recognisable gold standard for cruelty free products that goes over and above legal requirements.

All of our cosmetics and personal care products are approved under the Cruelty Free International Leaping Bunny programme. As such, we proactively monitor our suppliers to ensure that our products continue to adhere to the Leaping Bunny criteria. Our supplier monitoring system is also independently audited.

For more information about Cruelty Free International, Leaping Bunny and Leaping Bunny criteria, please visit crueltyfreeinternational.org.