Shop Good. Look Good. Do Good.
We're always on the hunt for new brands that will help us clean up our beauty routine, and Good Cubed's curated marketplace helps us find exactly what we're looking for! Good Cubed was founded as a clean shopping experience, not only to bring awareness to the continuing issue of animal testing, but also as a simple, thoughtful way to purchase natural beauty products.
Good Cubed believes that by purchasing natural beauty products that are cruelty-free, vegan, natural, and eco-friendly, we can look great while doing good!
All Things Good:
Behind The Scenes With Nicole Barton,
Co-Founder Of Good Cubed
We love being able to see all of our favorite brands in one place, and learning about new natural products that will help us create the beauty routine of our dreams! That's why we were thrilled to chat with Nicole Barton, the co-founder of Good Cubed, to learn more about Good Cubed's approach to curating their marketplace, what inspired the name, and about her must-have cruelty-free beauty products!
We adore Good Cubed’s clean shopping experience and stunning selection of cruelty-free products. Tell us what inspires your creative direction for the brand?
Thank you! We started this company without any background in design or marketing, we simply wanted a place everyone could go to get great clean, cruelty-free beauty products! We’ve been learning and evolving as we go and we are very proud of that. Therefore, as for our creative direction, we just wanted to keep it bright, clean, chic and straightforward to showcase the true stars of our company: clean beauty and animals.
It was also very important to us that the site was easy to navigate. We spent a lot of time indexing and creating filters and better search capabilities in an effort to make it easy for everyone to find what they’re looking for, as well as something new. For instance, we have filters on the site to help you search for all sorts of good things, such as products that are Palm Oil-Free, Vegan, Women-Owned, Made in the USA, Eco-Friendly Packaging, and Fair Trade Certified, to name a few.
What was your initial inspiration to create a cruelty-free skincare and makeup marketplace?
I’ve been using cruelty-free products for as long as I can remember. I always felt that the products that were cruelty-free were ahead of the curve. They were made by companies who genuinely cared about what was going into their products, what their companies stood for, as well as the social impact of their brand. I realized early on that these products generally tended to have more natural ingredients, were more effective, and made me feel better about myself all around. Plus, my skin always looked great! It wasn’t something I sought out to begin with, it was a natural transition based on my desire to buy cruelty-free. This is something we hope translates for our customers as well.
Unfortunately, many people don’t know about all the junk that is in their skincare (it’s hard to believe it even when you do know) but they care that animals are being tested on and they don’t want to support those practices. Hopefully buying clean cruelty-free beauty products at Good Cubed will help incentivize more people to incorporate more natural beauty products into their routine once they experience how wonderful our products are. It’s good for their health, the environment, and the animals, what could be better?
Is there a story behind the name ‘Good Cubed'?
I was out for a run and just couldn’t get this idea of starting a cruelty-free only beauty marketplace out of my head. It just made so much sense to me to carry only cruelty-free products, where each purchase would actually be working to change the demand from products that are tested on animals to those that aren’t. Each purchase could also give back to help rescue animals that are being tested on and support changes to current laws that affect how animals are treated for testing purposes.
There was a clear chain reaction with each thing building on the other, and I realized that the “good” could be exponential, plus it’s a box full of really good things! It doesn’t exactly roll off your tongue but my husband, and partner, Zach, really liked it, so it stuck.
Good Cubed means that the "good" behind intentional purchases can be exponential.
What are your favorite eco-conscious brands to source?
It’s hard to say, we’ve got so many great ones (under any page simply select the “Eco-Friendly Packaging” filter to see all of them), but I’d say it’s Earth Tu Face, Axiology, Kaia Naturals and Daughter of the Land. They put a lot of consideration into their ingredients, their packaging, giving back, and putting the absolute best ingredients into their products.
Earth Tu Face only uses reusable, compostable and recyclable materials; Daughter of the Land’s packaging is made out of recycled paper, glass and metal; and, Axiology’s packaging is sourced from Bali from a woman-owned recycled paper boutique. My favorite is that the Kaia Naturals Juicy Bamboo Face Wipes are entirely biodegradable and they recommend repotting them to use as fertilizer!
Do you have a personal favorite cruelty-free beauty product you couldn’t live without?
I only use products from our site so I admittedly love them all. But, seeing as I have very tangly and fine hair, Evolvh SmartVolume Leave-In Conditioner Spray is an absolute must-have staple in my routine. It smells lovely, is super light, doesn’t leave any build-up or weigh my hair down so it’s a definite go-to! It’s also vegan.
I aIso love Lilfox’s Jungle Glow Rainforest Honey Enzyme Cleanser and Mask. It is one of my all-time favorite products. It really makes your skin glow, whether you use it as a cleanser or you mix some in with your favorite mask. It also smells like dessert, so there’s that too—you simply can’t beat it.