Our Story

The story behind the mission

For too long, the ethical shopping movement has felt exclusive, unrepresentative, and out of touch with culturally diverse communities. We’re changing that.

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88%

Of global consumers now prioritize buying from companies that practice ethical sourcing and values-alignment.

$12 Trillion

The projected global spending power of Gen Z by 2030—the most ethnically diverse and values-driven generation in history

50%

Of consumers want to make sustainable, inclusive choices but say they lack enough clear information to find these brands.

ardh is closing the gap. We connect intentional shoppers with the world's best culturally diverse, ethical brands.

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CD brands struggle to reach and market themselves to their target audiences.
Multi-ethnic consumers want to support CD founders and shop from CD ethical brands, but do not know where to find them
Multi-ethnic consumers do not feel ethical brands represent them/products are not made with them in mind/are affordable
The ethical market is losing out on the UK’s multi-ethnic consumer base, representing 16% of the population with an annual disposable income of £4.5 billion.

Introducing ardh

Our mission is simple:

To make ethical living your every day

We knew the ethical market had a problem, it was exclusive, unrepresentative and unaffordable for so many of us, making it hard to shop in line with our values. So we set out on a mission to curate hundreds of brands from around the world who are changing this!

No more hours of research and disappointing finds that aren't what you needed. You can think of the ardh directory as your little green book of trusted and culturally diverse ethical brands making products for your every day.

To build a global community of ethical brands

We were shocked to see so many innovative, excellent brands — founded by culturally diverse entrepreneurs — struggle to grow or close down simply because they were doing it alone and couldn't find their flock.

So we decided to build a platform that helps these brands quickly and easily connect with like-hearted consumers, and a brand community that learns, collaborates, and grows together.

Our Vision

A just and sustainable world shaped by conscious choices and connected communities.

ardh values.

Diversity.

We celebrate brands from the global majority, uplifting voices and traditions that are often overlooked.

Sustainability.

From eco-friendly materials to ethical production, every brand is committed to minimizing environmental impact.

Justice.

Our platform supports brands that champion fair labor practices and stand for justice and equality at every step.