With more than 150 products and 35 partner brands, Leily says she is proud of what she and her team have achieved so far. The idea was developed during Leily’s masters’ at Aalborg University, in Denmark. Here, she gathered her team and with them by her side, commenced her research for Know It. The first brand they looked into was a skincare brand, producing organic soap bars made from natural ingredients. Today, Know It offers information for a variety of products: fashion, personal care, household and baby products.
To Leily, the fundamental relevance of a platform such as Know It lies in that, we consumers are extremely powerful in shaping what is offered to us, and how products on the market meet our interests.
“Whenever we pay for something, we are supporting the brand’s production and marketing as a whole. And that also means that we are supporting a certain kind of world.”
Leily knows that more and more consumers want to know the story of the product they are buying. There is greater engagement from their side, a deeper consciousness and an increasingly ethical approach to consumption. Know It fits perfectly into this dynamic. As big companies may be more reluctant to disclose information, Leily knows that small to medium sustainable businesses are keen to share their stories with considerate consumers. Their support for more sustainable production and consumption finds a meeting point on Leily’s platform: a guide for consumers to be properly informed about their purchase.