We define a small brand as one that is independently owned—by an individual or a small group—not by a corporate conglomerate or investment firm. We're less concerned with annual revenue and more focused on ownership structure. No mega corps!
As for ethical, we’ve been to business school (twice!), and we know not every company operates with a “people first” mindset. We’ve read the horrid case studies—and we choose a different path.
To us, being ethical means prioritizing customer safety and satisfaction. It means doing the right thing, even when it’s inconvenient. It means operating with your humanity intact. Ethical brands take accountability and make things right with their customers' well-being in mind.