Launch of compassionate online Australian store Fairlings

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A new online store launching this month will take the guesswork out of choosing essential day-to-day products that are fair trade, vegan, eco-friendly and organic.

Founded by The Minimalist Vegan bloggers Masa and Michael Ofei, the new Fairlings store will stock just one brand of each product – the best natural option the couple could find.

“We’re picking out the best of the best. We’ve done the research, checked every ingredient as closely as possible and narrowed it down to one of each product – and we actually use these products ourselves,” says Masa.

The Canberra-based couple began adopting a minimalist and vegan lifestyle a couple years ago, after watching the life-changing documentary Earthlings.

But they soon discovered that aligning their own purchasing decisions with their new compassionate and simple lifestyle values was incredibly challenging.

“You might go into a health food store, but they have so many options for each different product and you can spend ages checking the ingredients and each company’s background. It’s overwhelming,” Masa says.

“I’m really picky so I would do all the research and then everyone would ask me for advice on what’s best. We realised there was a need for one centralised location where all of that research had already been done.”

Says Michael: “Fairlings is built around four standards – our products are cruelty-free, organic, fair trade and environmentally friendly. And, above all, they actually work.

“You can feel confident that whatever you buy from Fairlings is good for you, good for animals and good for the planet.”

More than half a dozen leading Australian and international brands have already come on board, with products including Mukti Organics skincare, Pear Bar bamboo and charcoal toothbrushes, That Red House soapberries, Hurraw! vegan lip balm, The Divine Company beauty care and Pura Kiki Stainless water bottles.

“We’ve personally connected with every single business owner and we are certain these are good companies striving to make a positive impact,” Michael says.

Masa and Michael say choosing to stock only one of each product also helps steer people away from mass consumerism and back to the essentials.

“We’re trying to make the shopping experience as simple as possible while also helping people think twice about what they actually need, maybe helping them to embrace a more minimalist, low-impact lifestyle,” Michael says.

The couple hope Fairlings will grow into a community of passionate people with a strong awareness of how every personal purchasing decision impacts our health, the workers that made the product and the environment.

“We genuinely want to help people and make it easy for them to find good products that they can rely on,” Masa says.

“We believe this will help shift demand to more compassionate products, which will have a positive impact on our health and our planet.”

Fairlings officially launches Thursday, May 19 and will ship within Australia. See