You might notice Flora & Fauna looks a little different...
Hi, Abel here (CEO) — we’ve refreshed how we show up, not what we stand for. The products and principles you trust are unchanged. You’ll see a cleaner look and ‘Our Kind Standard’ front and centre, so you can shop with more confidence. In undertaking this brand refresh, we've aimed both for a nod to our history and to also convey the confidence we have in our future.
We’d love your feedback — I hope you like it as much as we do!
Where we’ve come from
Flora & Fauna began in 2014 when founder Julie Mathers set out to make kinder shopping easier. This quickly tapped into a growing community of better-choice makers with a deep passion for the brand. Several years later, F&F changed hands for a while, and some of its original spark was lost. In 2023 our family-owned, B Corp Certified, online retail group stepped in to protect that legacy and rebuild on Julie’s strong foundations.
Why refresh at all?
Short answer: F&F 2.0 deserved it. We’ve kept the heart, raised the bar, and added more of us — frank, friendly, nature-infused, values-first. The goal? An experience that feels clear, confident, and enjoyable — whether you’re making your very first low-waste swap or you live and breathe vegan beauty and eco-home.
Why the earthy look?
The way we see it, we’re a part of nature, not separate from it. Its gift is to sustain us all — not to be pillaged and plundered. Our colours and botanical elements reflect that sense of respect for and identification with the natural world that’s central to our ethos. The warm, nature-inspired design is intended as a gentle reminder of F&F’s core purpose and values — to choose kindly, and help protect the places, species and people we love.
Introducing Our Kind Standard
Every product we range meets Our Kind Standard — our no-compromise promise to cut through greenwashing and keep things simple.
- Vegan and cruelty-free, always
- Ethical, transparent sourcing
- Ingredient integrity and efficacy
- Packaging that’s recyclable, refillable, or compostable wherever possible
- Real evidence and recognised certifications where they count
- Supporting and elevating brand partners who are committed to positive impact
Rewards with impact
Meet The Impact Club: rewarding your kinder choices with Impact Points — because doing good should be rewarding too.
Progress you can feel
We’re steadily raising the bar. Two weeks ago, we launched climate contributions on every order — a step we’ve worked towards for a while — and there’s more coming to make kinder choices easy: more impactful products, higher ethical standards, and continual improvements to service and our social and environmental performance.
Thank you — and what’s next
We aspire to be Australia’s kindest store by having a positive impact on millions of lives (human and otherwise!). We’re not claiming ‘holier than thou’ perfection, but we are committed to continually raising the bar in ethical online retail — and we really do care.
We’d love to hear from you. Tell us what’s working, what’s not, and what you’d like to see next. We’ve come a long way, and the best part is building what’s next, together with you.
Explore next
- Our Kind Standard — the full promise
- The Impact Club — rewards that give back
- Launching a small, kind step at checkout (climate contributions)
Thanks for being here, and for choosing kind — it means the world to us.
— Abel
