Beauty & Cosmetics, Lifestyle

Want to Own a Piece of a Cruelty-Free Company?

Want to Own a Piece of a Cruelty-Free Company?
If you’re a consumer in the cruelty-free beauty space, you’ve come across Petit Vour at least once. They are likely the most well-known and popular cruelty-free beauty box subscription out there. Their online marketplace makes finding cruelty-free beauty products, home goods, and fashions easier than ever. Petit Vour was originally founded in 2012 by Madeline Alcott and Ryan Miner as a beauty subscription box.

We started Petit Vour with the hope of creating a beautiful space that showcased the very best of cruelty-free and vegan beauty. We wanted to make the discovery process super accessible and fun, but also wanted to prove that you don’t need to sacrifice performance or aesthetic when choosing cruelty-free. There are fantastic options and we made it our job to find them.

Petit Vour is known for picking not just cruelty-free brands and vegan products, but also for having really high-quality products that fit current beauty trends. The subscription box model grew quickly and allowed them to expand. It quickly evolved into a large online marketplace for cruelty-free brands carrying Logical Harmony Approved favorites like Au Naturale, 100% Pure, Eye of Horus, Lily Lolo, Ursa Major, OSEA, and many others.

If you’ve been reading Logical Harmony for a long time, you’ll remember when I curated a beauty box with them. Years later, I am still a part of their affiliate program and a customer as well. It’s been really excited to see how it’s changed, and I can’t wait to see what’s coming up next.

As they have grown and evolved over the years, they are now at a point where they are wanting to take the next steps. Through their WeFunder campaign, you have the chance to own a small piece of this quickly growing cruelty-free brand. I was curious about what this campaign meant for Petit Vour as a whole, for the future of the brand, and for those who invested. I figured that if I had these questions, others would as well.

I had a good talk with Petit Vour co-founders Madeline Alcott and Ryan Miner about what this campaign means for Petit Vour, and what it means for those looking to own a piece of this cruelty-free company.

I don’t think any sane person wants to be responsible for the suffering of animals, especially with something so unnecessary such as beauty and personal care. As people become more aware of the dark reality behind beauty and personal care products, they are hungry for a change. They want to make kinder purchases and feel they’re doing their part in the movement.

Petit Vour Founders Ryan Miner and Madeline Alcott

Petit Vour Founders Ryan Miner and Madeline Alcott

Logical Harmony (LH): For those who aren’t familiar with Petit Vour, who are you and what is Petit Vour?

Petit Vour (PV): My name is Madeline Alcott and my name is Ryan Miner and we’re the co-founders of Petit Vour. We’ve been vegan for over 10 years and making the world a better place for animals has been really important to us ever since we met about 10 years ago. We started Petit Vour with the hope of creating a beautiful space that showcased the very best of cruelty-free and vegan beauty. We wanted to make the discovery process super accessible and fun, but also wanted to prove that you don’t need to sacrifice performance or aesthetic when choosing cruelty-free. There are fantastic options and we made it our job to find them.

LH: Why does cruelty-free matter to you? Why do you think it matters to your customers?

PV: If you can cause less harm, why not then, right? There’s a lot of cruelty and secrecy that goes on in the beauty industry and we felt very passionately about seeking out brands that are worthy of our trust and taking steps to rid animals from the equation.

I don’t think any sane person wants to be responsible for the suffering of animals, especially with something so unnecessary such as beauty and personal care. As people become more aware of the dark reality behind beauty and personal care products, they are hungry for a change. They want to make kinder purchases and feel they’re doing their part in the movement.

LH: Petit Vour is both a subscription box and an online marketplace. Why did you pick the subscription box model?  

PV: It was all about making the discovery of clean, vegan products accessible and fun. A lot of people, when they’re trying out something new, particularly if they have doubts, they don’t want to invest too much. The subscription box model allowed us to keep the cost very low for customers, so the transition to cruelty-free could be as worry-free as possible.

The subscription box model allowed us to keep the cost very low for customers, so the transition to cruelty-free could be as worry-free as possible.

LH: How do the two parts of the business overlap and how do they vary?

PV: They are very much intertwined, though there are certainly some who choose one over the other. For the most part, people utilize the beauty box as a way to discover and try new products that we recommend. Subscribers then take advantage of the shop and our rewards program to purchase hero products from our selection.

LH: How has Petit Vour adapted to fit the changing beauty box market over the years?

PV: The standard, in so many ways, has increased quite a bit, thanks to the massive influx of clean, cruelty-free brands over the past few years. It’s provided our customer with more options, so we can curate more specifically to her profile and tailor the shopping experience much more than we could initially. Because of the expanding variety, there’s also bit a bit of a migration from high-end green beauty to more affordable and mid-range products. The increasing competition will continue to provide us with more affordable options, which in the end, is the best way to make a real change in the industry.

LH: It sounds like there is a high customer retention rate. What do you think keeps people coming back?

PV: We have a wonderful community and I think people really resonate with the fact that our company was founded by two vegans that keep upping the standard. We also have a fantastic rewards program that gives customers 20% back in store credit whenever they shop with us. In our mind, it’s a way to show our community that they can feel exceptionally good about their ethical purchase. That’s really all we want. We want our customers to feel absolutely amazing about what they’re supporting — progressive, innovative businesses that put animals, our health, and our planet first.

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We want our customers to feel absolutely amazing about what they’re supporting — progressive, innovative businesses that put animals, our health, and our planet first.

LH: There’s currently a WeFunder running for your company. How will people investing help with the growth of the brand?

PV: We’re really excited about our WeFunder campaign. Most have heard of crowdfunding platforms like Kickstarter, where you can help get a new project or company off the ground, but equity crowdfunding platforms like Wefunder are unique because you actually get to own a piece of that company you support. This means you also reap the benefits of that company’s future success. This is especially exciting for value-based companies like Petit Vour because it provides an opportunity to be owned by people who share our values.

The aim of our Wefunder raise is to grow Petit Vour to reach the mainstream cruelty-free audience. There’s $30B demand for cruelty-free beauty, so our beauty box and online shop could expand massively. And the benefit of choosing WeFunder over Kickstarter is that our audience has the opportunity to reap in Petit Vour’s future success as co-owners of Petit Vour.

LH: What does the future have in store for Petit Vour?

PV: Oh, so much goodness to look forward to! Where to start? We’ve seen tremendous interest in customization, so we will be putting a lot of energy towards that — just providing a unique and personal experience for our subscribers and shoppers. This year, we hope to release a number of quizzes and guides that will take the discovery process to the next level.

We’ve also had great success with our accessories and apparel basics. We plan to expand the selection quite a bit this year, the focus being eco, fair-trade, and affordable.

We’ll also be involving our community a lot more — in everything from selecting brands, styles and colors coming to Petit Vour as well as showcasing their routines, tips, and tricks to our audience. We really want every voice to be heard, so we’re brainstorming of all the fun ways we can give the mic to our fans.


Thank you so much to Madeline and Ryan of Petit Vour for taking the time to share these details with me and readers of Logical Harmony! I thought it was really interesting to learn more about the future of Petit Vour and how the WeFunder campaign ties into that. I’m personally really excited to see where Petit Vour goes in the future and can’t wait to see the company grow even more.

Editor’s Note: By using the affiliate links in this post you are supporting Logical Harmony! How does it work? When you purchase a product through one of these links Logical Harmony gets a small commission at no extra cost to you. This is a very large part of what keeps Logical Harmony running – Thank you!

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