Ethical beauty is trending strongly: Many beauty brands carry at least one ethical certification, usually an organic seal or a vegan certificate. Often, a product will feature both seals although few companies offer more than two different certifications. However, there is one company that covers all the bases: the products of Fair Squared are certified Organic (Natrue), Vegan (The British Vegan Society), Halal (Islamic Centre Aachen), and Fair Trade (Fair Label Organisation – FLO).

The brand’s C&T portfolio comprises some 35 products which include three face creams and four lip balms, body creams and lotions, hand creams and foot creams, shower gels and liquid hand soaps, two shaving oils, an after-shave balm and several shampoos. Fair Squared also offers a line of condoms, the only product range with just two seals – Fair Trade and Vegan. Most of the cosmetics are available in different sizes, adding up to a total of around 70 sku.

At the VIVANESS trade show Fair Squared will be officially launched in Germany, Austria and Switzerland. Oliver Gothe and Salvatore Pignataro founded the company in 2011. Gothe explains: “There were many reasons for establishing Fair Squared. As a Fair Trade activist, I have a strong personal interest in the sector. We also saw that there was a market demand for fair trade personal care products and finally, we had the production facilities right there. We turned our passion into a business.”

Fair Squared’s first product range was a 6-sku line of FLO-certified lip balms and hand creams which were launched in the UK in 2012. Over the next few years, Gothe and Pignataro extended their product range, added new certifications and tweaked product packaging, ingredients and formulations until they arrived at their current portfolio.

Although the brand’s products are already available in five countries – the UK, Sweden, Holland, Finland and Luxemburg – Germany, Austria and Switzerland will be the key European markets for Fair Squared.

And Gothe and Pignataro have big plans for their brand. The first step will be to increase distribution in German-speaking Europe. At the moment, Fair Squared’s cosmetics are sold through the brand’s web shop but if all goes as planned; the products will soon be available in offline retail as well.

Gothe says that he is looking for distribution in organic supermarkets and health food stores, but also in department stores (which typically offer more shelf space for product presentation) and pharmacies. Another important retail channel for the brand is Fairtrade stores (charity shops) and Worldshops (Weltläden).

After Vivaness, the brand will exhibit at Natural & Organic Products Europe in London this April. Gothe says that his aim is to introduce Fair Squared to as many new customers as possible, so the brand will also be present at smaller fair trade and organic consumer shows and events. Also, Fair Squared is establishing a brand presence on the European music festival circuit, starting with a booth at Glastonbury music festival in June 2016.

A further European expansion is also in the cards for this year: in January, Fair Squared began distribution in the Czech Republic and Denmark and France will follow this summer. Gothe comments: “I think that Fair Squared could work in any country and I hope that we will convince many international distributors and retailers with our brand concept and product quality.”

At VIVANESS 2016 Fair Squared will exhibit in Hall 7a, booth 157d.