To attract, inspire and educate the human spirit on behalf of the best emerging sustainable brands and eco-conscious entrepreneurs who are striving to make a difference, both socially and environmentally. John Paul DeJoria, Co-Founder of JP Selects.
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How We Select

Better Choices. Better Earth. Better You.

What if you could find the tomorrow's next big brand? And what if you knew where a portion of your money was going after you purchased a product? The two are not mutually exclusive. You can do both, in one single step - choose an incredible product while supporting a sustainable cause that is important to you.

In this fast paced world, time is a precious commodity, and who has the time to cross check all the information before making each and every purchase? The answer - we do so you don't have to.

In order to understand better our process and mission, it's best to be sure we are all working to the same definition of sustainability: Conserving an ecological balance by avoiding depletion of natural resources. Understanding that there are many ways to be sustainable or to make a difference in our World, we, at John Paul Selects, carefully review each brand and product based on rigorous criteria to take all the work out of it for you.

The selection process begins with receipt of the company's comprehensive application to ensure that they meet at least 3 of the 6 company transparency prerequisites as symbolized by our colourful ECO icons below. However, we believe and encourage the process of change, as this is the key to creating strong businesses, informed customers as well as making the World a better place. For example, a brand may be particularly strong in natural materials, but could do more in conserving energy, so we want to help you change that. Or if you are looking for a charity to match with your business ethics, we can help you find it.

In turn, brands with less can be accepted, but in order to remain, they have to improve until they get to at least 3 icons within 6 months. Not every company can meet all of the criteria, but as long as everyone is trying to improve their supply chain, their materials or their community, we consider that to be progress. To us, it's about encouraging change and not discouraging it. Each company has to do what's best for them and we want to support them along the way.

Next, we personally review and verify, to the best of our ability, the information provided from ingredients to manufacturing practices (click the link in the footer below for the John Paul Selects "Black List" of both unacceptable ingredients as well as encouraged practices). For example, it is important to understand that natural and organic have entirely two different meanings such that not all things that are natural are organic. The products that John Paul has chosen are all natural but not necessarily organic. We further define our brands by encompassing the practices by which they are harvested or made without the use of pesticides, synthetic fertilizers or other harmful chemicals. And when we feel further information is required to verify the information provided, we request it.

This is followed by the testing period, in which we try the product or a sampling of the products for an average of 4 weeks to gauge quality, durability, texture, odour, packaging and results.

Finally, after meeting the above standards, the product is sent to John Paul DeJoria for his final review and approval.

We at John Paul Selects are proud of doing more, not by demanding a prerequisite, but rather, by actively encouraging businesses to be a better global citizen. Our brands and products in our online store tell consumers and the world that we are committed to taking this step and that change is necessary for life and it's pretty cool too.

Find our colourful Eco Icons below which you will see on our products and brands, helping to promote transparent business practices.

  • Eco-friendly / OrganicEco-friendly / Organic: These products are made with natural or organic materials or ingredients. Note that if a product is certified organic, this will be described in the product description.

  • Sustainable / RecycledSustainable / Recycled: These products are made with recycled materials or recycled packaging. Note that the details of how a product includes recycled materials will be described in the product description.

  • Carbon Offset / Energy EfficientCarbon Offset / Energy Efficient: These products are made in an energy efficient way, for example by using solar or wind power, or using a fabrication method that conserves energy and resources; or through Carbon Offset which is certified as representing a reduction of carbon dioxide emissions.

  • Animal / Pet FriendlyAnimal / Pet Friendly: These products are either cruelty free, or not tested on animals, or Vegan, which means they contain no animal ingredients at all in addition to not being tested on animals.

  • Community / Social CausesCommunity / Social Causes: These companies give back to the community or social causes, for example by supporting education in their community, or helping workers by improving working conditions or by employing a group of workers who previously had no skills or employment opportunity.

  • Philanthropy / DonationsPhilanthropy / Donations: These companies donate money or resources to non-profit making organisations.


We believe that by supporting change and shopping for products made by companies that have greener and healthier production, practices and ingredients, we can make a difference to promote a healthier world.

John Paul DeJoria

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