What Is Sagekat?

Sagekat is a platform for discovering the best in cruelty-free, green beauty and ethical fashion — across brands and stores. We give you fun, stylish and useful shopping news, information and buying tools to make it easier to go and stay cleaner, kinder, healthier. We also showcase and support green-focused bloggers, makeup artists, organizations and other positive forces we believe in.

We only promote green products that meet our approval standards. Ultimately, Sagekat aims to help shift the market towards more ethical alternatives.

What We Offer

Unique Clean-Makeup Color Finder — Search across brands and 1000s of color swatches. Like and save your faves.

Sales & Giveaways — Find out about the latest deals and prizes.

Green Beauty “Store” — Explore info, reviews, where-to-buy referrals for 1000s of curated products. Save your favorites.

Green Directories — See where to buy ethical fashion. Check out conscious resources and bloggers. Shop green beauty.

Magazine — Get the scoop on green fashion and beauty in The Ethical Edit.

Meet the Core Team

Heidi Craig

Founder + Editor in Chief

There was a time that Heidi rebelled against her crunchy Berkeley-hippie upbringing with a devil-may-care partytime attitude, punctuated by Aquanet, pornstar makeup and gusts of Coco Chanel. Now — after having broadened her view through a degree in international studies from UC Berkeley and many years working in marketing, publishing and at the United Nations — she has come to appreciate the wisdom of the crunchy.

Heidi still enjoys the latest fashion and loves a good party, but she also leads a more healthful and conscientious life. Partly through Sagekat and her personal shopping choices, she aims to better honor nature, kindness, animals and beauty. On top of her label-reading green-beauty regimen, she’s not averse to taking esthetic jackhammers and laser guns to the face. She’ll never surrender her hairspray or razor.

Heidi lives in San Francisco with her handsome husband, tiny dog and two enormous cats.

Superpower: aura that destroys tech devices

Kristen Nelson

Awesome + Manager Operations

Kristen, with her impossibly long eyelashes, puts products to the test and helps make Sagekat go kat go. A committed green beauty fan, Michigander (Michigoose?) Kristen actually grew up with big mainstream brands like most Americans. Her own natural skepticism and thought-provoking sources like movie “Food, Inc.” put her on the path to Sagekat’s door. We’re so happy she’s here!

On her days off, Kristen enjoys trend-watching, savoring doughnuts, beatnicking around and dining her way through San Francisco with her chef fiance.

Superpower: ability to detect celery in any scent

Augustus “Auggie” Craig-Looney

Charmer + Lapdog Extraordinaire

Auggie enjoys being a green pup — from his natural lemongrass shampoo and shea conditioner to his compostable poo bags. Twice daily, during our office group-stretch sessions, he expertly leads us in a downward dog.

Superpower (besides intense cuteness): ability to insist on leaving work every day exactly 18 minutes early

Some Basic Beliefs

  • Green or not, style and beauty shopping should be chic and fun.
  • Zero impact is impossible, but it’s noble to try to suck less.
  • Green beauty products tend to be superior products. Period.
  • Animal testing is primitive, unnecessary and just plain mean.
  • Your best defense against marketing tricks is knowledge.
  • Cheap, corporate products usually come at a bigger hidden price.
  • Pursuit of healthy mind, body and living should give you pleasure (not unhealthy guilt or stress).
  • There’s no perfect product, just the perfect product for you.

What Is Philtre?

Philtre LLC, mentioned in our legalese, owns Sagekat and was once a green beauty store. We decided that — given our backgrounds, interests and strengths — we’d be more effective at supporting conscientious shoppers and businesses alike as Sagekat.

We’re especially excited to help women who want to vote green with their dollars in the beautiful world of conscious personal care, decor, lifestyle and fashion.