What Ethical Made Easy does

Ethical Made Easy is a Melbourne-based digital platform founded in 2016 (per its brand reputation source; firmographics data shows 2015) that operates as a global curated directory and editorial media property for ethical and sustainable brands. Its core offering consists of four integrated products: (1) the Ethical Brand Directory, searchable by category (womenswear, menswear, childrenswear, footwear, accessories, beauty, homewares, food), location and values such as fair trade, vegan, organic and artisan-made; (2) the Journal, an editorial stream of articles, founder interviews and well-researched content on ethical fashion, garment workers, plastic waste and circular economy; (3) Resources, aggregating documentaries, books, apps and podcasts; and (4) Discounts, a curated page of affiliate promotional codes. The underlying technology is a web-based content platform with filtering/listing primitives and no disclosed API, SDK or mobile app; proprietary features and integrations are not documented.

The company monetizes exclusively via two non-consumer-direct streams: affiliate referral commissions when users click through from brand listings to make purchases on third-party ethical brand stores, and brand advertising from partners that pass its stated vetting criteria. It is free to consumers and does not publish pricing. Operating geographies span Oceania, Southeast Asia, South Asia, East Asia, North America, Europe and North Africa, with featured brand supply from countries including Australia, New Zealand, Indonesia, India, Cambodia, China, the USA and the UK. The platform is structured as a project of Common Intent, an Australian parent organization, and has no disclosed external venture capital, funding rounds, subsidiaries, M&A activity, regulatory actions or restructurings.

The go-to-market is content- and community-led: the directory and editorial journal function as top-of-funnel content marketing, brand profiles serve mid-funnel qualification, and discount/affiliate links drive bottom-of-funnel conversion. Target segments span three personas — Conscious Consumers (primary), Ethical Fashion Enthusiasts, and Ethical Fashion Newcomers — with hybrid segmentation. The company is led by founder Jasmine Mayhead, employs 1-10 people, and maintains dedicated inquiry and partnerships email channels. Revenue figures, headcount growth rates, and AI/ML capabilities are not disclosed.

Name

Ethical Made Easy

Legal name

Ethical Made Easy

Website

https://ethicalmadeeasy.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Short description

Ethical Made Easy is a Melbourne-based global directory and editorial platform founded in 2016 that discovers, curates and amplifies vetted ethical and sustainable brands across fashion, footwear, beauty, homewares and food, monetizing via affiliate commissions and brand advertising for conscious consumer discovery.

Ownership category

akta.pro rank

Product category

Ethical Fashion Directory

akta.pro primary industry

Sustainable/Ethical Shopping & Capsule Wardrobe Building (HSACAJAL)

akta.pro secondary industry

Fair Trade & Ethical Supply Chains (Certification, Traceability, Producer Support) (BPAGALAL)

Keywords

• Ethical fashion directory
• Sustainable brand curation
• Conscious consumer platform
• Affiliate brand discovery
• Ethical lifestyle content

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Affiliate Marketing: The platform earns commissions through affiliate links when users click links on the site and purchase products from featured ethical brands. This commission helps keep the site running and enables free articles and resources to be published.
2. Advertising: As a media platform focused on ethical fashion, Ethical Made Easy generates revenue through advertising partnerships with brands that meet their ethical standards. They maintain a set standard where they only work with brands they would pay for themselves.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Ethical Made Easy is a global platform that discovers, curates, and amplifies ethical and sustainable brands through a searchable brand directory spanning womenswear, menswear, childrenswear, accessories, beauty, homewares, and footwear. It supplements the directory with an editorial Journal, educational Resources, and curated discount codes for featured brands, serving conscious consumers primarily in Australia, New Zealand, and worldwide. The platform earns revenue via affiliate commissions when users purchase from featured brands and through advertising partnerships with vetted ethical brands.

Product overview

Ethical Made Easy is a global ethical brand directory and lifestyle platform that discovers, curates, and amplifies conscious fashion brands. The core offering consists of four integrated components: the Ethical Brand Directory (searchable catalog of vetted ethical brands across categories like womenswear, menswear, accessories, beauty, and homewares), the Journal (editorial articles and founder interviews), Resources (educational materials on ethical fashion), and Discounts (partner brand promotional codes). The platform serves as a one-stop destination for conscious consumers to discover and shop from ethical brands that align with their values.

Differentiator

Problem solved

Functional benefit

Products and services

• Ethical Brand Directory A curated global directory of ethical and sustainable fashion brands, searchable by category (womenswear, menswear, childrenswear, accessories, homewares, beauty), location, and values such as fair trade, vegan, organic, and artisan-made. Targeted at conscious consumers seeking vetted ethical brand alternatives.
• Journal An editorial platform featuring articles, interviews, and well-researched content about ethical fashion, sustainable living, plastic waste, garment workers, and conscious consumption. Targeted at conscious consumers seeking deeper education on ethical lifestyle topics.
• Resources Educational materials including podcasts, documentaries, books, and apps to help consumers learn about ethical fashion and sustainable lifestyle practices. Targeted at conscious consumers seeking curated educational resources.
• Discounts A curated collection of discount codes and promotional offers from verified ethical and sustainable fashion brands. Targeted at conscious consumers seeking deals on ethical products.

Quantifiable outcome

• One of the most trusted sources for ethical fashion, homewares and beauty in Australia, New Zealand and the rest of the world

Named customers17 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Common IntentcoreStrategic or Co-development PartnerEthical Made Easy is a project by Common Intent, an organization based in Australia. Common Intent appears to be the parent or founding organization behind the Ethical Made Easy platform.

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Eluxe Magazine: Eluxe is a sustainable luxury and ethical living online magazine with brand recommendations; comparable to EME as an editorial-led ethical discovery destination.
• DoneGood: DoneGood is a browser extension and directory that connects shoppers to ethical and sustainable brands across categories, monetizing via affiliate links — a direct analog to EME's model.
• Project Cece: Project Cece is a curated marketplace and directory of ethical fashion brands with sustainability filters; comparable as a multi-category ethical brand discovery platform serving conscious consumers.
• Good On You: Good On You is an ethical brand ratings platform and directory that rates fashion brands on environmental, labour and animal impact — overlapping directly with EME's brand directory and editorial mission, serving conscious consumers globally.
• Eco Warrior Princess: Eco Warrior Princess is an Australia-based ethical living and sustainable fashion blog with a curated directory — closely comparable to EME in geography, editorial tone, and audience.
• Remake: Remake is a fashion activism and education platform covering sustainable and ethical fashion stories, brand directories, and consumer campaigns — overlapping EME's editorial/community function.
• The Good Trade: The Good Trade is a sustainable lifestyle publication with a vetted brand directory across fashion, beauty, and home — comparable scope, audience and affiliate-driven model.

Broad incumbents

• Common Objective: Common Objective is a B2B platform connecting sustainable fashion businesses and professionals, with content and tools for conscious brands — comparable as an ethical-fashion ecosystem player even if more supply-side than EME.
• B Lab Global (B Corp Directory): B Lab maintains the global B Corp directory and certification that EME's featured brands often hold; an incumbent that could eclipse niche ethical directories if it expands into curated consumer-facing recommendations.

Emerging players

• EarthHero: EarthHero is a curated marketplace for sustainable products that combines an eco-rating system with direct e-commerce — a partially adjacent competitor that may overlap EME's discovery-to-purchase journey.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/ethical-made-easy

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ethical Made Easy