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Draft:Faithful to Nature

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Faithful to Nature

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Faithful to Nature is a South African e-commerce and retail company specializing in natural, organic, and eco-friendly products. Founded in 2006[1] in Cape Town, the company offers a selection of over 11,000 products across categories[1], including health, food, clean beauty, environmentally conscious home care, and non-toxic baby & kids products. All products adhere to a strict ingredient policy[1][2], ensuring they are safe, effective, and ethically sourced.

Faithful to Nature promotes conscious consumerism and sustainable living, aiming to make natural and organic products accessible to a broad audience.[3] The company operates an online store with nationwide delivery and physical retail locations across the Western Cape and Gauteng region.

History

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Faithful to Nature was established in 2006[1] in South Africa as an online retailer of natural and environmentally sustainable consumer products[4]. From its founding, the company adopted a product listing policy that evaluates items for ingredient safety, ethical sourcing, and transparency, aiming to provide consumers with information to make informed purchasing choices

In 2015, Faithful to Nature secured a funding round with Silvertree Capital valued at over R10 million, aimed at supporting business growth and expanding its online presence.[5][2] In 2018, the company introduced its own line of natural and sustainable products, encompassing personal care, body and beauty items, household goods, and food products.[6][7]

In 2020, the company opened a retail space at its Muizenberg warehouse.[8] This was followed in 2021 by the launch of its flagship store at the V&A Waterfront[4][7][9] and the opening of a warehouse in Johannesburg. Since then, the brand has continued to expand its physical retail presence across South Africa.[4]

In 2021, Faithful to Nature was awarded B Corp certification, recognizing the company’s commitment to social and environmental performance, accountability, and transparency. It has maintained this certification since then.[10][11]

In 2022, Faithful to Nature partnered with Pick n Pay, one of South Africa’s largest multi-format retailers, to launch a store-in-store concept. The concept was introduced in nine Pick n Pay locations across the Western Cape and Gauteng, offering a curated selection of the company’s best-selling products. In December 2024, Faithful to Nature opened its third retail store in Somerset Mall.

In 2025, Faithful to Nature expanded its physical retail presence, opening stores in shopping centres across the Western Cape and Gauteng, including Cavendish Square[12], Riverlands Mall[13], Sandton City[14], The Zone @ Rosebank, Irene Village Mall[15] and Lynnridge Walk.[16][17]

In May 2025, the company launched a beta version of its first mobile application on the Apple App Store and Google Play Store.[18]

Ownership

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Faithful to Nature is owned by Silvertree Brands, a purpose-driven, direct-to-consumer and niche e-commerce group in South Africa. Silvertree Brands focuses on building purpose-led businesses with sustainable and socially responsible practices.[5]

Mission and Values

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Faithful to Nature positions itself as a leader in conscious consumerism, focusing on ethical sourcing, environmental responsibility, and community well-being. The company operates with a commitment to “doing better for people and the planet” and promotes its slogan “Change the way you shop, for good.” These values are reflected in its product selection, packaging, and operational practices.[1][3][4]

The company’s core principles are reflected in its ingredient policy, which screens products across three pillars: health, environment, and social impact. This ensures that customers can make informed choices and align their purchases with ethical and sustainable practices.

Faithful to Nature promotes proactive brands through initiatives such as the Faithful to Nature Choice, which highlights companies actively improving their products and practices for positive environmental and social impact.

B Corp Certification

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In 2021, Faithful to Nature became the first company in Africa to achieve B Corp certification, a designation awarded to businesses that meet high standards of social and environmental performance, accountability, and transparency. At the time of certification, the company received a B Impact score of 81.2. Faithful to Nature was subsequently recertified, achieving an improved overall B Impact score of 84.9.[10][11]

Corporate Social Responsibility

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Faithful to Nature engages with communities and social causes aligned with its values. The company has participated in fundraising campaigns, hosted sustainability-focused events, and donated portions of its marketing budget to grassroots charities.[19][20][21]

Leadership and Team

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The company employs over 100 staff across South Africa, including teams in operations, retail, customer service, product curation, technology, and finance and marketing. The co-CEOs of Faithful to Nature are Luisa Tropartz and Paul Cook.

The team operates under values such as responsibility, bravery, action, caring, respect, love, and unity.

References

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  1. ^ a b c d e Lewin, Zissy (2018-12-06). "Behind the Brand with Robyn Smith of Faithful to Nature". Nutreats. Retrieved 2025-09-29.
  2. ^ a b Hartzenberg, Lauren (2020-02-11). "Ethical e-tailer Faithful to Nature opens first physical store". Bizcommunity. Retrieved 2025-09-29.
  3. ^ a b "The Story of Faithful To Nature". V&A Waterfront. 2021-04-01. Retrieved 2025-09-29.
  4. ^ a b c d "Faithful to Nature". Bizcommunity. Retrieved 2025-09-29.
  5. ^ a b Reporter, Staff (2025-09-15). "Organic online shop Faithful to Nature bags R10m from Silvertree Capital". Ventureburn. Retrieved 2025-09-29.
  6. ^ Writer, Staff (2019-10-02). "Online Store, Faithful to Nature Launches Planet-Friendly In-House Range". WomenStuff. Retrieved 2025-09-29.
  7. ^ a b "Faithful to Nature eyes omnichannel growth with flagship store opening". Bizcommunity. 2021-04-21. Retrieved 2025-10-01.
  8. ^ Lauren, Hartzenberg (2020-02-11). "Ethical e-tailer Faithful to Nature opens first physical store". Bizcommunity. Retrieved 2025-09-29.
  9. ^ "The Story of Faithful To Nature". V&A Waterfront. 2021-04-01. Retrieved 2025-10-01.
  10. ^ a b "Faithful to Nature - Certified B Corporation - B Lab Global". www.bcorporation.net. Retrieved 2025-09-29.
  11. ^ a b "Faithful to Nature becomes first SA retailer to achieve B Corp certification". Bizcommunity. 2022-01-07. Retrieved 2025-09-29.
  12. ^ "Faithful to Nature | Cavendish Square". cavendish.co.za. Retrieved 2025-09-29.
  13. ^ "Shop". Riverlands. Retrieved 2025-09-29.
  14. ^ "Faithful to Nature | Sandton City | We are The City". sandtoncity.com. Retrieved 2025-09-29.
  15. ^ "Irene Village Mall - Stores". www.irenevillagemall.co.za. Retrieved 2025-09-29.
  16. ^ "Lynnridge Walk - Stores". www.lynnridgewalk.co.za. Retrieved 2025-09-29.
  17. ^ "Retail Stores | Faithful to Nature". www.faithful-to-nature.co.za. Archived from the original on 2025-08-21. Retrieved 2025-09-29.
  18. ^ "Faithful To Nature – Apps on Google Play". play.google.com. Retrieved 2025-09-29.
  19. ^ "Faithful to Nature collaborates with SA creators to support NPO The Zoe Project". Bizcommunity. 2020-12-16. Retrieved 2025-10-01.
  20. ^ Reporter, Staff (2017-07-28). "The future you feared is here, environmentalists told". IOL. Retrieved 2025-10-01.
  21. ^ Jadezweni, Afika. "Fashion with a conscience: A R109 million bag, Pandora charms and R18 000 sneakers all for charity". News24. Retrieved 2025-10-01.
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