What Flora And Fauna does

Flora & Fauna is an Australian direct-to-consumer e-commerce retailer founded in 2014 and headquartered in Brookvale, New South Wales. The company curates and sells vegan, cruelty-free, and eco-friendly products across eight main categories — eco home, body & hair, skincare, makeup, baby & kids, pet, food & health, and eco style — sourced from over 200 partner brands. All products must meet the company's proprietary 'Our Kind Standard', which requires vegan, cruelty-free, ethically sourced, and environmentally responsible criteria from packaging through ingredients. The company serves conscious Australian consumers seeking sustainable lifestyle alternatives and is a Certified B Corporation.

The business operates on a Shopify-based e-commerce platform (floraandfauna.com.au), targeting individual Australian consumers with unit-priced goods ranging from approximately $3.30 to over $120. Distribution is entirely domestic, with free Australian shipping offered on orders above $75. Customer acquisition is driven through a multi-channel digital marketing approach spanning Facebook, Instagram, TikTok, YouTube, email newsletter ('The Kind List'), content marketing via 'The Eco Hub' blog, and referral programs. Retention is supported through 'The Impact Club' loyalty rewards program, which offers points on purchases, reviews, and referrals, along with exclusive offers and early access to beauty boxes.

Flora & Fauna is a privately held, family-run business with no disclosed external funding, parent company, or institutional investors. The company employs 51-100 staff and claims a customer base of 250k+ Australians, supported by an average review rating of approximately 4.86-4.9 out of 5. Revenue is generated exclusively through direct product sales, with promotional discounts ranging from 8% to 51% off used periodically to drive conversion and clear inventory.

Name

Flora And Fauna

Legal name

Flora & Fauna

Website

https://www.floraandfauna.com.au

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

51–100 employees

Short description

Flora & Fauna is an Australian D2C e-commerce retailer that curates and sells vegan, cruelty-free, and eco-friendly products from 200+ brands across eight lifestyle categories to conscious Australian consumers.

Ownership category

akta.pro rank

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Flora & Fauna operates an e-commerce retail model, selling curated vegan, eco-friendly, and cruelty-free products across multiple categories including eco home, body & hair, skincare, makeup, baby & kids, pet, food & health, and eco style. Revenue is generated through direct product sales at various price points ranging from budget items (approximately $3.30) to premium products (over $100). The company offers a loyalty rewards program (The Impact Club) to drive customer retention and repeat purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Flora & Fauna is an Australian direct-to-consumer e-commerce retailer that curates and sells vegan, cruelty-free, and eco-friendly products across eight main categories (eco home, body & hair, skincare, makeup, baby & kids, pet, food & health, and eco style) sourced from 200+ partner brands. Every product must meet the company's proprietary "Kind Standard," ensuring ethical sourcing, sustainability, and responsible packaging and ingredients. The business operates entirely online through a Shopify-based storefront with Australia-wide fulfillment.

Product overview

Flora & Fauna is an Australian e-commerce platform operating as a curated marketplace for vegan, eco-friendly, and cruelty-free products. The company functions as a multi-brand retailer rather than a single-product company, offering eight main product categories spanning Eco Home, Body & Hair, Skin Care, Makeup, Baby & Kids, Pet, Food & Health, and Eco Style collections. The platform features products from over 200+ partner brands including Ecostore, Ethique, Sukin, MooGoo, and Dr. Bronner's. Flora & Fauna differentiates itself through its proprietary 'Our Kind Standard' that ensures all stocked products meet vegan, cruelty-free, and ethically sourced criteria. The business operates a loyalty program called 'Impact Club' and positions itself as a purpose-driven retailer with B Corp certification, focusing on sustainable gifting, conscious beauty, and low-waste lifestyle products.

Differentiator

Problem solved

Functional benefit

Products and services

• Eco Home Collection Curated sustainable home products including eco cleaning supplies, kitchen and food storage solutions, essential oils, candles, homewares and gifts for environmentally conscious living.
• Body & Hair Collection Vegan and cruelty-free personal care products for body and hair, including bath and body, hair care, deodorant, period care, dental, and intimate wellness products.
• Skin Care Collection Cleanse, moisturise, masks, treatments and beauty tools for sustainable skincare routines using natural and ethical ingredients.
• Makeup Collection Vegan and cruelty-free makeup products for face, eyes, lips and nails, along with brushes and accessories for conscious beauty enthusiasts.
• Baby & Kids Collection Natural and eco-friendly products for babies and children, including pre/post natal care, baby skincare, nappies, and ethical toys and books.
• Pet Collection Vegan and eco-friendly pet care products, including grooming, vegan pet food and treats, health supplements, and sustainable pet accessories.
• Food & Health Collection Healthy teas, drinks, tonics, vegan snacks, pantry items, natural remedies, and health supplements for wellness-focused consumers.
• Eco Style Collection Sustainable clothing and accessories, including women's and men's underwear, activewear, sleepwear, footwear, bags and accessories made from ethical materials.
• Gifts Collection Curated vegan and eco-friendly gift sets for various occasions, including makeup gifts, skincare gifts, body and hair gifts, and eco home gifts.
• Impact Club Loyalty Program Flora & Fauna's loyalty rewards program offering Impact Points for purchases, reviews, and referrals, with exclusive member perks including early access to beauty boxes.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Sephora: Global multi-brand beauty retailer with an expanding 'Clean at Sephora' and vegan-friendly assortment. Comparable as a large incumbent increasingly targeting the same conscious consumer wallet, though serving a much broader customer base and category mix beyond ethical-only products.
• Priceline Pharmacy: Major Australian pharmacy and beauty retailer with extensive ethical, vegan, and natural product ranges across beauty, personal care, and health. Comparable as a much larger Australian omni-channel incumbent serving overlapping conscious consumer demand for vegan and natural products.
• Thrive Market: US-based online membership retailer specializing in organic, non-GMO, and sustainable products across grocery, beauty, and home. Comparable as a values-driven online curated marketplace for conscious consumers, though operating at greater scale and primarily in the US market.
• iHerb: Large US-based global online retailer of natural, organic, and health-focused products across supplements, beauty, and grocery. Comparable as a sizable online marketplace curating health-and-natural brands internationally, with overlapping assortment and value proposition at greater scale.
• Lush: Global cosmetics retailer known for fresh, handmade, cruelty-free, and increasingly vegan products. Comparable as a large incumbent with strong ethical positioning across body care, skin care, and gifts categories that overlap with Flora & Fauna's assortment.
• The Body Shop: Global cruelty-free and vegan-positioned beauty and personal care brand. Comparable as a much larger incumbent in the ethical/vegan beauty space with overlapping product categories (body, skin, hair), though operating primarily as a single-brand omni-channel retailer rather than a curated marketplace.

Direct peers

• Adore Beauty: Leading Australian online beauty retailer operating across mainstream and niche brands. Comparable as an Australian DTC e-commerce platform selling beauty and personal care to a consumer base that overlaps with Flora & Fauna's conscious consumer segment, though with a broader (non-restricted to ethical) brand mix.
• The Cruelty Free Shop: Australian online retailer focused exclusively on vegan and cruelty-free products across beauty, personal care, and home. Highly comparable as a domestically operated, mission-aligned marketplace targeting the same conscious consumer segment in Australia.
• Biome: Australian online retailer specializing in eco-friendly, natural, and sustainable products across home, body, baby, and food categories. Closely comparable as a domestic DTC marketplace curating ethical brands for conscious Australian consumers, operating with a similar value proposition to Flora & Fauna.

Emerging players

• The Honest Company: US-based consumer products company offering eco-friendly, non-toxic, and cruelty-free products across baby, beauty, and home. Comparable in mission and overlapping categories (particularly baby & kids and personal care), though operating primarily as an own-brand company rather than a curated marketplace.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/channel/UCoovaSg6pL7TRpnhtFHEjvw
• Facebookfacebook.com/floraandfaunaau
• Instagraminstagram.com/floraandfaunaau
• TikToktiktok.com/@floraandfaunaau
• Xx.com/floraandfaunaau

Compliance1 record

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 Flora And Fauna