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Katie Wirth, who converted to a plant-based diet in 2016, founded the online marketplace after growing frustrated with having to constantly read through product ingredients to ensure that they were vegan and cruelty-free.
“I wanted to be able to go to a store and just…shop! But, alas, most of the time I found myself worriedly squinting through mile-long ingredient lists and then pulling out my phone to check the cruelty-free status of a company,” she said. “It was not fun.”