Shopping well should feel good. We built it so it does.
Feeling good and doing good are always the same choice. Ziracle exists to prove it.
Why Ziracle exists
Shopping consciously shouldn't be this hard. But for most people, it is.
You find something you like. Then you spend twenty minutes trying to work out if the brand actually means what it says, whether the ingredients are what they claim, whether the workers making it were treated fairly. Sometimes you buy it anyway and hope for the best. Sometimes you give up entirely.
That's not a personal failing. It's a design problem.
Most places that sell you things make money by selling you things. That sounds obvious, but it's the root of more problems than people realise. It's why products get labelled in ways that hide what's in them. Why claims get stretched. Why "natural" and "clean" ended up meaning almost nothing. The platform's incentive and your incentive drift apart, and over time that gap becomes the whole story.
Ziracle was built to close that gap. We surface the products that help you live better. Not by lecturing you about what matters, but by doing the work before anything reaches you. Every brand on Ziracle has already been assessed. You shop. We've handled the rest.
Who's behind this
Ziracle is run by a small team — two of us working across the whole platform, supported by AI that helps us surface the right information at scale. That might make some people uneasy.
We think the honest answer is that this is how a small team holds a real standard across hundreds of brands. The judgment is still ours. The tools just make it possible consistently across so many brands.
A small team can hold that standard, answer you directly, and move quickly when something is wrong. It also means we will get things wrong sometimes. A product that shouldn't have been listed. A question that takes too long to answer. A decision we'd make differently with another week to think.
When that happens, what we care about is how fast we fix it and how much we learn from it. A platform that never makes a mistake is usually a platform that isn't trying very hard.
The ones worth trusting are the ones that are honest about the gap between where they are and where they want to be, and that close it faster than you'd expect.
That's the promise we can actually make. Not perfection. Attention, speed, and the willingness to say when something needs to change.
Hamish | Operations
Studied technology entrepreneurship at UCL. Ran an early ethical and sustainable ecommerce brand, worked for and invested in fast growing tech companies.
Bruno | Technology
Studied computer science in São Paulo. Ran quantitative funds for many years, built the first AI powered digital vehicle mechanic for the B2C market in Brazil and a social finance startup.
The three standards
Every brand on Ziracle is assessed against three things. Not as marketing language; as the lens through which everything here is evaluated.
Kind
People and animals are treated well at every stage of the supply chain. Fair wages, safe working conditions, ethical sourcing, nothing cruel or exploitative anywhere along the way.
Healthy
Nothing on Ziracle contains ingredients that have no place in your home, your food, or on your skin. No harmful preservatives, no toxic additives, no synthetic shortcuts hiding behind complicated names.
Sustainable
Every brand is accountable for its footprint. Materials sourced responsibly. Packaging designed with less waste in mind. Production that doesn't cost the planet more than it has to.
These aren't aspirations. They're the minimum. Every product is clearly labelled so you can see exactly what it carries, across 130 brands and counting — from the skincare aisle to the cleaning cupboard.
A platform for the whole journey
Most ethical shopping platforms are built around exclusion. Either a product meets an absolute standard or it doesn't. Either you shop a certain way or you don't belong here. We think that model has a ceiling. It talks to people who have already arrived and has nothing to say to the much larger group who are somewhere on the way.
Ziracle is built for both. The standards are high and they are real. But we also believe that real progress comes from bringing more people into this, not from building higher walls around those already inside. A brand that is genuinely improving deserves to be here. A shopper who is just starting to think about what they buy deserves to find a home here too.
High bar. Wide door. Every product is labelled with the credentials it has earned. Every relevant filter exists. The information is here so you can make your own choices, not have them made for you.
Built around what you're actually trying to achieve
Most shopping platforms organise around products. Ziracle organises around goals.
Because you don't usually wake up thinking "I need a face cream." You wake up thinking you want to feel better, sleep better, eat better, wear things that last. The products are the answer to those questions, not the starting point.
That shift changes how you find things. It changes what you discover. It means recommendations actually fit your life, not just your last search.
Start with a goal:
The foundations
Ziracle brings together two of the UK's original ethical marketplaces — Wearth and Veo — into a single platform, rebuilt from the ground up with renewed energy and focus.
Veo was a Certified B Corp, assessed not just on products but on every part of how the business operates. Workers, governance, community, environment.
Ziracle is a new entity, and we're working towards recertification under B Lab's framework. In the meantime, the standards that earned the original certification are the standards we hold ourselves and our brands to.
The name changed. The foundations didn't.
The longer view
Ziracle is in its early chapters. The version you see today is doing real work — a real standard, real brands, real shoppers — and that's the first thing to get right.
But we're also building with a longer view in mind. A marketplace designed to work for the people who use it, not just for the platform that runs it. Where the people who create the value — the shoppers who show up, the brands who do the work, the community that makes it matter — share in the value they create.
That's a direction, not a promise. We'd rather build it and let the evidence speak than announce it before it's real. What we can say is that every decision we make is being made through that lens.
If you're here now, you're early. That tends to matter later.
What "making it good again" means to us
Sustainability became a word that made people tired. Associated with sacrifice, with worthy discomfort, with feeling bad about what you already own.
The people who care about this didn't stop caring. They just stopped finding anywhere that reflected how they actually feel, which is that wanting to feel good and wanting to do good are not in conflict. They're the same thing.
Ziracle is for those people. Proof that you don't have to compromise to shop well. Proof that the more people who shop this way, the better it gets for everyone — brands, planet and the people making things.
Good went quiet. Not anymore.
Find over 130 verified brands across
Every single one has already passed the standard.