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About

Say bye to infinite scroll and brand burnout.

Say hello to better tools.

We curate the best direct-to-consumer brands who care about your well-being.

We’re obsessed with feel-good brands who seek to spark joy and make a difference.

We believe in better and you deserve better.

A note from our founder

As a millennial and digital marketer in the direct-to-consumer space, I often find myself bombarded by dozens of eye-candy brands on my Instagram feed. Loud and proud Gen Z brands are everywhere, with their bright, bold, and unapologetic aesthetic – but is it just branding gone mad? Are these products worth the hype?

I started this blog out of a passion project to curate and review the most interesting (and sometimes less known) wellness brands. We nerd out on the science behind product claims and we love to make it fun! We like brands that make ethical consumerism easier; better products designed timelessly to reduce waste.

I also wanted this to be a blog for humans. I believe better tools help us stay human in the digital era and empower us to find balance with our relationship to technology. It has digital wellness and digital minimalism at its heart; tools that make our lives easier and happier. Better tools are thoughtful by design, allowing you to make quality time for the things you love the most.

I can’t express enough gratitude to our incredible community (yes you!) for making this possible. Together, we’re making the world a better place to be.

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