Online conscious beauty platform, Aardae, has been founded in Singapore to bring ethically produced beauty brands to Southeast Asian customers.

Aardae will offer 1000 products from 40 indie beauty labels, including international favourites such as Dot & Key, Juicy Chemistry, OceGlow, Purearth, Earth Rhythm and Omorfee. According to the company, each product has been carefully tested before its inclusion in the catalogue.

“Patrons can rest assured that every aspect of each brand and product has been considered and put through objective and stringent testing before being offered,” said Shweta Gupta, co-founder of Aardae. “As skincare aficionados, we wanted to close the existing gap and come up with a platform that is essentially the first-of-its-kind.”

Aardae said it aims to provide options that are committed to reducing carbon footprints and minimal environmental impact.

“We are heavily rooted in conscious beauty and it is important that our platform echoes these beliefs,” said Darshana Balagopal, co-founder of Aardae. “With so many complex options available globally, the challenge was to shortlist products that were safe for consumers and the planet.

“We hope to encourage smart buying decisions and induce higher levels of mindfulness to the environment using fewer highly efficient products.”