About Us
mytattva is a not-for-profit, independent directory created to bring clarity to ethical beauty and personal care.
In an industry crowded with claims, labels, and certifications, understanding what is truly ethical can be difficult. Supply chains are complex, transparency is inconsistent, and consumers are often left to navigate this landscape alone.
mytattva exists to make that process simpler. We research, categorise, and present brands based on the information they publicly disclose, and direct users to official brand websites so they can explore further at the source.
Our Mission
To make ethical beauty easier to navigate through transparency, accuracy, and honest categorisation.*
We aim to:
* Highlight ethical practices and disclosures without exaggeration
* Reduce misinformation and greenwashing by focusing on verifiable claims
* Empower consumers with clear, accessible information
* Encourage greater transparency across the beauty and personal care industry
Our role is not to judge, but to inform—truthfully and responsibly.
We aim to:
* Highlight ethical practices and disclosures without exaggeration
* Reduce misinformation and greenwashing by focusing on verifiable claims
* Empower consumers with clear, accessible information
* Encourage greater transparency across the beauty and personal care industry
Our role is not to judge, but to inform—truthfully and responsibly.
Our Vision
A beauty industry where ethics are visible, verifiable, and no longer hidden behind marketing.
We envision a future where:
* Consumers can understand ethical claims without specialised knowledge
* Brands are encouraged to disclose sourcing and practices clearly
* Ethical decision-making is based on facts, not assumptions
* Transparency becomes the norm, not the exception
At mytattva, we believe ethics aren’t about appearances. They’re about *truth — as it is*.
We envision a future where:
* Consumers can understand ethical claims without specialised knowledge
* Brands are encouraged to disclose sourcing and practices clearly
* Ethical decision-making is based on facts, not assumptions
* Transparency becomes the norm, not the exception
At mytattva, we believe ethics aren’t about appearances. They’re about *truth — as it is*.
