10 years of Cruelty Free Malta

February 9, 2021

What does your business do?

I am a cruelty-free lifestyle blogger. My aim is to help others transition to alternatives to animal-tested products, mainly in cosmetics.

What did you do before?

My full time was mostly related to web. I started as a web designer, moved on to product manager for an igaming company and last I worked as a user interface designer with the same igaming company.

When did you open for business?

CrueltyFreeMalta.com started around 10 years ago.

Why did you chose this business?

It started as a new year resolution where I challenged myself to start buying cosmetics from brands that do not support animal testing. Seeing that most of the brands I found at the time at salons, drugstores, perfumeries and supermarkets were not cruelty-free, I wanted to have some form of a database or guide to help me and others who are trying to avoid supporting animal testing brands.

What drives you?

My readers and followers drive me, without them I would have shut down the blog years ago.

What makes your business different?

There are many beauty or lifestyle bloggers in Malta but only I and a handful of other bloggers have a niche. A niche is important to help you understand who you are targeting as unfortunately, you can't target everybody.

What is the best thing about being in business?

The best thing about blogging and my niche is that there is always something new to learn.

And the worst?

The worst thing is that currently, one can't make a living out of blogging.

How have you seen Malta change over the past 5 years?

I noticed that there was a boom in cruelty-free options and even vegan options.

What do you think is in store for Malta during the next 5 years?

Hopefully that it becomes more ethical.

What do you do then in your freetime?

It varies according to the mood. Either browsing, researching and learning new things, crafting, baking or watching movies/series on streaming platforms.

Where do you get your inspiration from?

I try to get up to date to the new trends, news in the ethical world, etc

What do you value most in a business partner collaborator?

What I value the most in a business partner collaborator is that our values match. I like working with companies that are genuinely trying to make a change. As much as possible I move away from companies whose number 1 priority is to make money.

Fiona in winter at TAPP Water Cruelty Free Malta