The only market that puts safety first.

Products verified for purity, safety, and sustainability.

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We're on a mission.

The only platform to put product standards first.

It can be exhausting reading labels and verifying the safety of ingredients in products. We know because we do this with every product that's on our platform. We're here to help you make the right choices for you, your family, and the planet. We verify the products so you can be confident in your purchase. Shop tried-and-true household favorites as well as new, hand-picked brands.

Through our marketplace, sellers can offer all the products that fit your healthy lifestyle. And since definitions for natural and organic products can vary among brands and certifying bodies, we hold products to a strict internal standard that does not waiver.

We curate products that are pure, safe, and transparent.

Product standards
We're looking for products that match our values: concern for safety, authenticity, personal fulfillment, holistic health, and social conscience, to name a few. Products don't have to check every box, but offering a better product is paramount.
- Pure; unconditionally natural, free of harmful ingredients, clean.
- Safe; rigorously tested, and labeled for transparency and health.
- Honest; full disclosure of everything in the product so we can make informed purchases.
Purpose and initiatives

Doing well by doing good? We carefully consider brands and their long term commitment to giving back; it's not just about a great product, but about the good a company can provide for the producers, employees, and customers the products serve.
Packaging matters

Regrettably, our culture of disposable consumerism has generated a global crisis of plastic waste. We seek companies that actively manage and overcome packaging challenges by finding alternative solutions. They are among the most popular on the Swell Market, and for good reason.
People first

We're a company owned by parents, not a parent company. We don't have investors to appease or shareholders to answer to; we listen to you.

What matters to us is our customers' and employees' quality of life. Our marketplace is filled with products that have been requested by you, scrutinized by us, and direct from the brands you love so you get the best pricing.