Making this lifestyle simpler to adopt and maintain, is the online vegan shop Fairlings which brings together some of the highest quality and scrupulously sourced natural, vegan skincare products and everyday eco home essentials.
Founders, Michael and Masa Ofei, are two such examples of minimalist vegans who live and breathe this philosophy of cruelty-free consumption and minimalism. And now, they’ve successfully translated this passion into a business.
A Compassionate Cause
Australia is now the 3rd fastest growing markets for vegan products in the world according to research conducted by Euromonitor International. In Australia, the word ‘vegan’ is searched in Google more than anywhere else in the world.
It’s documentaries like ‘Earthlings’ which has been the catalyst for many conversions to the lifestyle. This was the case for Michael and Masa who went vegan overnight after watching it. As you can probably tell, it also inspired the Fairlings name. Prior to the business, they openly shared their own journey on their personal blog, The Minimalist Vegan, where they still regularly post about veganism, recipes, minimalism and share guest posts.
During these first few years, Michael and Masa were constantly frustrated in not being able to find the type of products they wanted to use and brands they wanted to support. Rather than wait around for someone else to come up with a solution, the duo created their own online store.
“The reason we started Fairlings was because we often had to shop at multiple health food stores or niche online shops to get simple items such as shampoo and tooth paste that met our standards of organic, vegan, eco-friendly and fair trade. We thought that surely others have this same issue.”
They now have a loyal customer base that love their concept and ethos. These are fellow Australians who want better for themselves, the animals and the planet. Fairlings provides a solution at the intersection of these three.
On Maintaining Standards
The Fairlings business model is commendable. They go above and beyond to vet every single product and ingredient to ensure it adheres to their high standard of ethics. You can read more about their selection criteria here. At the essence of it, their products, where possible, are organic, vegan, ethical and sustainable.
Transparency is fundamental to their operations but often, as they’ve come to discover, this isn’t echoed throughout the supply chain.