About Vegan Supermarket UK

Don’t buy animal cruelty. Buy animal kindness.

Some people assume vegan and cruelty-free products are not as good as conventional products. Well, actually they’re just as good – if not better. The problem is, they can be harder to find, and that’s the reason Vegan Supermarket UK exists.

I’m Brian. I built Vegan Supermarket UK. And now I’ve built Rosie, my AI shopping assistant.

Brian’s Story

I grew up in the 60s. Meat and two (boiled to extinction) veg was the norm. Vegans were those barefoot bearded weirdos — apparently.

Lassie was the first pet dog I remember and I loved her so much that my 6 year old self wanted to marry her when I grew up.

As I got older, I started connecting the dots between the animals I loved and the stuff we bought without really thinking about the effect it had on animals. I subscribed to BUAV — the British Union for the Abolition of Vivisection.

What I saw hit me like a f*cking train. A young mind seeing that for the first time. You don’t forget shit like that. And once you know, you can’t unknow it.

My teenage hormone-fuelled years made me rage at cruel people. Adulthood made me determined. I was gonna change this when I magically became a millionaire at 30.

But life doesn’t work that way, does it? I had to get a job and I qualified as an electrical technician. Shift work — earlies, lates, nights. Overalls covered in oil and shite every day. I dated girls, got drunk way too often and eventually got married and had kids. A busy life, but a good one.

So you see I had no high-flying city career. No wealthy backers. No influential connections. Just an ordinary bloke in overalls who passionately cared about animals but daren’t show it at work — because the piss-taking from workmates and bosses would have been horrendous. And I mean horrendous. It wasn’t like today. You kept your head down or you faced it head on. I’ll be honest — there were a few confrontations. I didn’t/couldn’t back down.

But the passion never went away. It just waited for the right time.

I started my first website called Animal Welfare Org in 2013 — a pure activist site. Then came Cruelty Free Lifestyle, a place to buy cruelty-free products, but heavily focused on activism. Neither was quite right but I learned a lot. People needed something more practical. Something that made ethical shopping as easy as any other shopping.

So Vegan Supermarket UK was born. A proper online shopping centre — vegan and cruelty-free — that puts the products first and makes it easy for everyone. Activism by economic action.

During this time I had Harry (top picture) — my gorgeous cocker spaniel. He died two years ago but he still keeps me fired up with my mission. But I believed — and still believe — that most animal cruelty exists because of what people buy, and that most people would buy differently if someone made it easier.

What Vegan Supermarket UK Is

It’s a shopping centre specifically for vegan and cruelty-free products. Just like a Bluewater or Meadowhall, but online — a place that brings together some of the best vegan shops in the UK, all in one place.

There are some brilliant vegan shops out there. But not one of them carries everything. You find the moisturiser on one site, the cleaning products on another, the food somewhere else entirely. Sound familiar?

Vegan Supermarket UK fixes that. One website. All the categories you need. Food, beauty, household, clothing, gifts, and lots more. You’ll still visit the shops — but finding the right ones just got a lot easier.

Meet Rosie

Rosie is my AI shopping assistant — and she’s learning and getting better every day.
Now please remember that I’m no tech bro but I’ll battle through the coding fog until this is THE site for vegan and cruelty-free shopping. 

That’s my promise. The only time I’ll break my promise is when I’m pushing up daisies.  Nah, scrub that. I’ll still keep going when I’m a ghost – but with super powers.

Need help finding something vegan or cruelty-free? Tell her what you’re looking for — a specific product, a category you haven’t tried before, or a vegan alternative to something you already buy. She’ll point you to the right shop — and if that one doesn’t have it, she’ll find you another.

How It Works

There are two ways to find what you need.

Browse by category — food, beauty, household, clothing, gifts, and loads more. Find what you’re looking for and directly click through to the shop.

Or, ask Rosie — Tell her what you’re looking for and she’ll point you to the right shop. If that one doesn’t have it, she’ll find you another shop.

Either way:

• You pay exactly the same price as going direct
• Your shop loyalty points still count
• Any retailer voucher discounts and offers still apply
• We earn a small commission from the retailer (if you decide to buy) — it costs you nothing extra

That commission keeps this site running, growing, and fighting for the animals we all love. Vegan Supermarket UK is a commercial business. The more successful we are, the more we can do.

It’s your money. Your choice. Spend it somewhere that doesn’t hurt animals.

What We Can and Can’t Do

We work hard to feature products that are genuinely vegan and cruelty-free. We’re not perfect and we can’t verify every product ourselves — but we make the search significantly easier than starting from scratch on say, Google or Amazon.

If you ever have any suggestions to make our website even better, please tell us.

Please — Always Shop Through Vegan Supermarket UK

Every time you return to us, you’re helping keep this site going. More products. More shops. More animals helped. It costs you nothing. But for the animals, it means everything.

If the shop you visit doesn’t have what you need — come back. Rosie will find you another option.

Tell Everyone

Bookmark this page. Tell everyone you know. Come back when you need us.

Every person you tell is one more person whose shopping doesn’t hurt animals.

Animals can’t speak for themselves. But you can.

Thank you.

Trust and Transparency

• History: Established 2013 as Animal Welfare Org → Cruelty Free Lifestyle → Vegan Supermarket UK
• Founder: Brian Muskett
• Based in: UK
• Reviews: Rated Excellent
• Affiliate disclosure: Some links on this site are affiliate links. You pay the same price as going direct. We earn a small commission from the retailer.
• Contact: Get in touch

Brian Muskett — Founder, Vegan Supermarket UK