It started with a rug

Ovine is an independent app made by a family in Gloucestershire: Steven and Stacey.

When their children were small, Steven turned a rug over in a shop, read what it was coated in, and decided he didn't want his children crawling on it. That started years of quiet research, changing their home one product at a time, and learning things most people never find out because the information is buried, scattered and slow to piece together.

Stacey joined the research, and together they built up a picture of what's really in the clothes we wear, the food we eat, what we put on our skin and what we clean with.

Faye is what they learned, made into an app anyone can use. Scan a barcode or photograph a clothing label and she gives the product a letter from fixed rules, then explains it plainly: what's in it, why it sits where it does, what the research says and what it means for the people in your home. She's warm, because they never wanted to frighten anyone. She's honest, because the truth matters. And she shows you a kinder swap, because that's how they did it themselves.