It's a very simple standard, but an unwavering one. 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.
• Green; protecting our families and the environment from toxins.

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.

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.

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.