Are you Faye Verified?

Shoppers no longer believe green claims.

Sustainability has become the most crowded — and least trusted — shelf in retail. The gap between what brands claim and what buyers believe keeps widening.

Distrust is the default

Most consumers say they distrust brands' environmental claims — and act more sceptically the greener the marketing sounds.

Regulators are catching up

Reviews by consumer regulators consistently find a large share of green claims vague, unsubstantiated, or misleading.

'Organic' isn't protected

In most markets there's no legal penalty for calling a textile or personal-care product 'organic' or 'natural' without any third-party certification.

Note: figures kept qualitative pending sourced citations — precise percentages to be added from named studies (e.g. CMA, EU Commission sweeps, GlobeScan) before publication.

Nobody is verifying the claims themselves.

Three things, checked against primary sources.

Certifications

Where we show a certification — GOTS, OEKO-TEX, RWS, Fair Trade, B Corp — we record what was checked and how. For Tier 1 items we confirm the licence against the issuing body's register and that its scope covers this product type. Where a brand holds certification but we haven't yet confirmed cover for a specific item, we label it brand-trusted, per-SKU pending — and say so.

Claims

'Organic,' 'natural,' 'recycled,' 'carbon neutral' — we look for verifiable evidence tied to the specific product, and don't repeat unsubstantiated superlatives.

Transparency

Honest about scope — what's covered, what isn't, and where. Details anyone can publicly check, not marketing gloss.

Built to be incorruptible.

Independent

Checked against primary sources — issuing bodies, public registers, and evidence documents — never the brand's own say-so.

Auditable trail

Every verified item records what was checked, when, and against what evidence — so our team can retrace the decision on request.

You can fail

The mark isn't for sale. Brands whose claims can't be verified simply don't get it — and can't buy their way past that.

Published method

Our full verification standard is public. The mark means the same, consistent thing on every product it appears on.

Four steps. No shortcuts.

1. 1
   Verify

   We check your certifications and claims against their original sources — issuing bodies, public registers, and evidence documents.
2. 2
   Resolve

   Pass and you're listed on the public register. Gaps get a clear, private report on exactly what to fix — no public shaming.
3. 3
   Display

   Show the mark on your site, packaging, and product pages. Each mark links back to your public register entry as living proof.
4. 4
   Re-check

   We re-verify on a schedule and whenever your claims change. Lapses update publicly — the mark stays honest over time, not just on day one.

Verification is proactive — Faye already assesses brands inside the app. Faye Verified simply formalises and publishes that work.

Proof, not promises.

Being in Faye's catalogue means your certifications have been independently checked and verified. Your products are recommended to shoppers who care about exactly what you make — not because anyone paid for a listing, but because the evidence holds up.

Stand out honestly

Not another self-declared badge — a mark that's been independently checked and publicly evidenced.

Win back trust

Give sceptical shoppers a reason to believe. One tick, one register entry, no marketing gymnastics.

Reach engaged buyers

Surfaced to a growing audience actively looking for genuinely honest brands inside the Ovine app.

No pay-to-pass suspicion

Carrying an unbuyable mark says something a paid badge simply can't — because customers know the difference.