favicon-kindeye-logoAbout Kind Eye

Kind Eye is an online discovery tool that allows people to search for safe personal care products (anything from mascara to shampoo to beard oil) that meet their needs and are made by companies with a conscience. We support independent companies and local stores that are doing their part to make a difference in the world. Our mission is to help shoppers become conscious consumers without jumping through hoops to do so. We want to make life easier and healthier by helping shoppers easily find safe, effective products.

Continue reading below to get to our mission and standards, or, if you’re ready to start your search



Our mission is to help you, the conscious consumer, easily make sustainable choices when purchasing personal care products.

We’ve researched hundreds of companies and compiled information into an easy-to-use search tool that puts you in the drivers seat. We want you to be able to purchase with a purpose, vote with your dollar and be a conscious consumer. We support independent companies and local brands that are doing their part to make a difference in the world.

We made a conscious decision to be a Massachusetts Benefit Corporation because we believe that a business needs to be about more than money. We need to care about our community and our environment in order to truly make a difference in the world.


The stores we list carry at least one of the brands on the site. All of the brands we list on this site have met certain specific criteria. They are below:

The Kind Eye Story

rachel-murray-kindeye-300x222Kind Eye was started by the gal on the right here. I’m Rachel, and I started this site because I’ve always been a conscious consumer (or try to be) and a few years back, I discovered a problem that could be solved with some research and some web skills.

My tinted moisturizer had been discontinued, so I was on the hunt for a new one. I started the search online and stumbled on the Environmental Working Group’s Skin Deep Database. After finding a product, I googled where to buy them and hunted around at blogs to see if there was some information on how well it worked. Feeling overwhelmed, I paused. I thought, heck, I build websites for a living, why not build one that has this information available in one place? And so Kind Eye began… and the drive is always to simplify for you, the conscious consumer… trying to do the right thing but probably not having hours and days to hunt for the information.