About Us...

Hello! I’m Emma. Founder here at Very Pretty Vegan.

When it comes to the beauty industry I’m a bit of a square peg in a round hole.

Firstly, I'm no influencer. Seriously, here is my little family on holiday…

And secondly, to quote my plain speaking mum… “Why vegan and all that? You’re not some lentil weaving hippy!’

On behalf of my mother, I apologise to all lentil weaving hippies.

She is right though, I’m not that person. I’m just your average woman that wanted to use ‘good’ products.

To be totally honest about how all this started, I was 100% motivated by vanity.

I was sick of washing my hair, only for it to look cr*p 24 hours later. I tried everything and eventually started digging a little deeper into beauty products. I was blown away…

Some of the ingredients were horrible! No wonder my hair and skin were unhappy. It was a lightbulb moment...

I am conscious (ish) of what I'm putting in my body, so it only makes sense to be aware of what I'm putting on my body as well.

From then on, I wanted to create products that were properly good for you, without compromising on how well they worked.

I am passionate (some would say a bit too much) about spreading the ‘good for you’ beauty message.

After a while what started as my passion turned into a small family business in my hometown Lichfield, Staffordshire.

Getting to know our lovely customers and members of the Very Pretty Vegan Club is my favourite ‘part of the job.’ I am really lucky to be part of this amazing community of women.

Right, I'm off. Thanks for visiting our store. I really appreciate you taking the time to read about us.

Emma xx