Our 
We Are Faithful to Nature
Faithful to Nature is South Africa's trusted home for natural health, beauty and conscious living, where every product on our shelves has been checked, ingredient by ingredient.
In 2006, Faithful to Nature was created by a shopper just like you to give ordinary people access to honest, affordable, and ethical alternatives. To do so, we created a world-first ingredient policy in search of safe ingredients and products free of toxins.
Today, Faithful to Nature's mission is to accelerate a future where everyone shops consciously, ultimately creating a world where the products we use do not harm us, our communities or our planet. We are fiercely committed to being relentlessly transparent. Therefore, we are constantly refining our ingredient policy, growing our social impact, lessening our carbon footprint, and pushing ourselves to positively impact the landscape of conscious retail.
Change The Way You Shop, For Good.
Who We Are
The Faithful to Nature team is driven by over 100 dedicated staff, spread across South Africa, making sure you get the best possible products as quickly and easily as possible. The team includes operations and warehouse teams, retail store teams, product specialists, a customer service team, technology, finance, and all the support teams needed to make sure we keep operating and improving.
We're motivated by our founding team values:
- Responsibility
- Bravery
- Action
- Caring
- Respect
- Love
- Unity
Faithful to Nature was founded by Robyn Smith, whose commitment to honest and ethical products helped shape our core principles. Robyn is no longer actively involved with Faithful to Nature. Today we're led by co-CEOs Luisa Tropartz and Paul Cook, and we're part of Silvertreebrands, a group of purpose-driven brands. You can find current vacancies on the Silvertreebrands Careers Page.
We're Driven By
A Bigger Purpose.
- Empowering 1000s of better product choices through complete ingredient list transparency.
- Providing clean, toxin-free products (we check every single ingredient), and sharing need-to-know knowledge around these products and ingredients.
- Leading by example for a healthier planet and happier communities while growing a conscious community of customers and suppliers too.
- It's about progress over perfection; helping you take your next sustainable step, whether big or small.
We Are The First Retailer on the African Continent to Become B Corp Certified.
Faithful to Nature became a Certified B Corporation in 2021. B Corps are companies that use the power of business to solve social and environmental problems. Our certification means we meet rigorous standards of social and environmental performance, accountability, and transparency, and have evaluated how our practices impact our employees, community, customers and environment.
For us, B Corp isn't a badge we added later. It measures what we've stood for since day one:
Honest & Transparent
Our ingredient policy is public, and every product is checked against it before it reaches our shelves.
Fiercely Committed
We willingly put purpose before profit, and B Corp holds us to account on it every time we recertify.
In Good Company
We sit alongside businesses like Patagonia and Ben & Jerry's in using business as a force for good.
How We Choose What We Sell.
We screen every product against three important pillars: Health, Environment, and Social Impact.
We check every ingredient so you don't have to.
There's no compromise when it comes to ingredients that are good for you, our communities, and our world.
We don't think twice about sustainability.
That's why we offer carbon neutral delivery, 100% plastic-free filters and more to curb our community's impact.
Spotlighting community-driven certifications.
Championing products that support and protect communities through sourcing, production and equitable global trade practices.
Now You Know More, You Can Choose Better.
Better Product Pillars
Using our screening pillars, we endorse proactive brands dedicated to improving themselves, their products, communities and the environment. The Faithful to Nature Choice is a guide you can use to support those working even harder for the greater good.
Learn More
Shop by Value
On Faithful to Nature you can shop anything by filtering your preferences, from plastic-free to cruelty-free, plant-based and more to find exactly what you're looking for.
Shop Now
Visit Our Stores
Shop in person, chat to our team and discover new favourites at a Faithful to Nature store near you.
Western Cape
Cape Town, Somerset West and Sandbaai, including our flagship store at the V&A Waterfront.
View storesCustomer Service
Questions about an order, a product or an ingredient? Our customer service team is here to help.
