How Ethos For Life Is Changing the Game For Women in Beauty

Updated on June 10, 2018 at 9:10 AM

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Here's a fact your bank account may not have seen coming: millennials in the U.S. spend more than $200 billion a year on products. When beauty brand marketer Kimberly Arnold read that staggering statistic in Forbes last year, she felt "absolutely floored" — so she quit her job and decided to tap into this flourishing demographic. The biggest differentiator for her, however, was that Arnold wanted to do it in an ethical and impactful way. Enter Ethos for Life, a new, carefully curated online shop that sells products from woman-owned brands that are ethically made, nontoxic, cruelty free, and vegan-friendly.

"I believe that if we can be more supportive of brands that are better for our communities and our planet, we can drive change across many industries," Arnold told POPSUGAR. She hopes that upstart shops like hers will inspire "big, corporate names" to do the same.

Though Arnold's background is in beauty, and most of her site caters to that audience, Ethos for Life also sells fashion and accessories. "Ethical fashion is slowly making its way [to the masses], and that's really exciting," she said. Read ahead to see what's available at Ethos For Life — and don't be surprised if you fall in love with a product (or five).

While you never "need" a reason to buy makeup — you can add that damn mascara to your shopping cart if you so choose — it's extra satisfying when your beauty purchase also makes a difference. "There's such a lack of representation of women across so many industries, and we want to do our part in providing women the support they need to grow," she said.

It doesn't stop with selling female-owned brands (though that would be rad enough on its own), either: Arnold went one step further by employing women to take site photography, create its logo, and handle social media. "We definitely want to be an inspiration for companies who want to provide more leadership roles, or be a platform for women's voices and creations," she said. Among the more well-known offerings sold on the site is Antonym Cosmetics and Captain Blankenship.

(Pictured: Bybi Beauty Mega Mist Hyaluronic Acid Toner, $36)

Arnold's biggest goal with the beauty site? Make conscious shopping as easy as picking up razors at the drugstore on your way home from work. "Many ethical brands aren't easily accessible or affordable," she said.

While many shoppers opt for a cheaper option or knockoff of a more expensive item, Arnold noted that this can sometimes cost more than just shelling out for the real thing. "Buying a $20 top is cheap for now, but it likely won't last longer than a $60 one from an ethically made brand that values quality," she said.

Still, she understands that it's tough to part with your hard-earned money, which is why she created a site that "takes the guesswork" out of ethical purchasing. "Our mission is to to reimagine the way you care for yourself, your community, and your planet through conscious living," Arnold said. "We want to look and feel our best without sacrificing style or ethics, and we think we've done a pretty good job of choosing brands that fit the modern shopper's needs."

(Pictured: Niu Body Glow Facial Serum, $27)

"Your skin absorbs everything you apply topically, so it's important that consumers educate themselves on what's safe for skin and what's not," she said.

Arnold also pointed out that the EU bans over 1,328 toxic ingredients in its makeup, while the US only restricts 30. That said, steps are being made to update antiquated cosmetics regulations. In a recent, highly publicized appearance on Capitol Hill, Kourtney Kardashian spoke on the topic to lawmakers in Washington DC. But Arnold doesn't want you to wait for Congress to take action when you can start shopping clean now.

"Some brands buy cheap filler ingredients to create volume, knowing that those ingredients won't do anything for you," she said. Arnold hopes that her site will empower customers to make smart purchasing decisions and also encourage other brands to follow suit.

The site continues to expand its makeup, skin-, and haircare stock everyday, and Arnold does her best to work with brands that promote inclusivity and body positivity in their imagery, sizing, and advertising.