May is Mindful Brands month at HealthPost, where we put the spotlight on eco-conscious brands who are going above-and-beyond to make mindful, healthy choices easier – from sustainable beauty to ethical supplements and eco packaging.
With more and more products flaunting “eco,” “natural,” or “ethical” badges, it’s easy to feel overwhelmed or even sceptical. What really counts when a brand claims to be sustainable or responsible? This is where our Mindful Brands come in: a curated collection you can trust to meet rigorous standards for transparency, people, nature, and materials.
What makes a brand “Mindful”?
It’s not just pretty packaging or buzzwords—we look for evidence of a brand’s commitments. Every Mindful Brand at HealthPost is vetted on four pillars:
- Transparency: Complete, honest ingredient lists and clear sourcing information.
- People (social responsibility): Fair wages, healthy working conditions, and community support.
- Nature (environmental sustainability): Regenerative or organic farming, protecting biodiversity, minimising negative impacts, giving back to nature.
- Materials (eco-packaging): Recyclable, refillable, low waste packaging.
How Mindful Brands work:
- We ask the hard questions.
Every prospective Mindful Brand is reviewed in depth by our experienced team—about sourcing, formulas, packaging, labour practices and more—so we understand their real-world commitments to transparency, people, nature and eco materials. - Rigorous, holistic assessment.
Our dedicated Mindful Committee reviews each new brand across all four Mindful Values. Only those that provide clear, verifiable evidence of their claims earn the “Mindful” seal. - Ongoing accountability.
We routinely revisit both our criteria and each brand’s performance, ensuring they keep pace with evolving sustainability standards—and with your expectations. - Look for the seal.
When you see the “Mindful Brands” badge, you can shop confidently—knowing you’re choosing ethical products that align with your values.
Why mindful choices matter
Every dollar you spend is a vote for the kind of world you want. Given the substantial contribution of the health and beauty industry to plastic waste, for example, it's crucial for consumers and companies alike to adopt eco-friendly packaging, reduce single-use plastics, and support brands committed to environmental responsibility, including removing unnecessary chemicals that would enter our bodies and the environment.
By choosing Mindful Brands, you help:
- Reduce waste through refill systems or recycled/recyclable packaging (e.g. Smidge Suncare – caring for our oceans by providing zinc-based SPF in a recyclable tin).
- Support fair livelihoods for farmers and makers (e.g. BioBalance sourcing Argan Oil from a women’s collective in Morocco and Criollo cacao from smallholder growers in Peru).
- Protect ecosystems through regenerative agriculture and removing chemicals (e.g. Organic India investing in regenerative, organic farming practices in rural India for its herb supply.)
Let’s shine a spotlight on four of our favourite Mindful Brands:
BioBalance
Mindful Values: Environmentally Sustainable, Socially Responsible
HealthPost’s own BioBalance proudly sets the bar for science-backed formulas and single-origin organic superfoods that support local communities. From Peruvian Criollo cacao to high potency botanical extracts and liposomal technology, everything is disclosed—from raw material origin to third party testing – making BioBalance a highly trusted Mindful Brand.
Ashwagandha Adrenal Restore:
This scientifically formulated blend of adaptogenic herbs and nutrients is a game changer for a healthy stress response, supporting better sleep, balanced mood, and consistent energy. I wouldn’t be without it in times of stress.
Superfeast
Mindful Values: Environmentally Sustainable, Socially Responsible, Transparent
As a pioneer of premium adaptogenic mushroom extracts, Superfeast combines Traditional Chinese wisdom with modern testing and traceability. Their founders visit grower communities worldwide to develop fair trade partnerships, while their climate aware operations (carbon offsets, minimal waste packaging) demonstrate a holistic approach to people and planet.
Neural Nectar:
This unique combination of nootropic herbs and lion’s mane mushroom supports mental clarity, focus and healthy aging. I’ve been adding half a teaspoon to my morning coffee for years and it gives me much more sustained mental energy than caffeine alone.
Chia Sisters
Mindful Values: Eco Packaging, Environmentally Sustainable, Socially Responsible
Chia Sisters is a homegrown B Corp champion in New Zealand’s Top of the South. Their solar powered juicery, innovative waste reduction, and Climate Positive and Living Wage certifications prove that beverage production can tread lightly—and their community driven ethos supports both local growers and climate action initiatives.
Immunity Tonic:
Golden Bay Mānuka Honey blended with ginger, turmeric and lemon – a delicious winter warmer supporting circulation, digestion, and immune wellness. My go-to tonic on chilly afternoons!
Holistic Hair
Mindful Values: Eco Packaging, Environmentally Sustainable, Transparent
Holistic Hair eliminates palm oil derivatives and synthetic fragrances and takes responsibility for plastic waste: all bottles are made from 100% recycled plastic and, along with being B Corp, they are Plastic Neutral certified through CleanHub. Their transparent supply chain shares the sourcing stories behind each essential oil and plant extract—and their small batch, NZ-made formulas mean less waste, fewer intermediaries and a genuinely ethical approach to beauty.
Hydrating Shampoo:
This shampoo is such a winner; it leaves hair clean and shiny without the use of chemicals and it’s great for scalp health too. It lasts for ages and smells lovely, fragranced only with essential oils.
Each of these brands are living our Mindful Values in distinct ways—whether it’s regenerating nature, unveiling every ingredient source, supporting fair trade, or rethinking packaging waste.
The future of Mindful Brands
Mindful shopping isn’t a fad—it’s the next chapter of conscious consumption. At HealthPost, we’re constantly raising our own bar: refining our onboarding, deepening supplier partnerships, doing our research, and exploring new ways to reduce impact and make healthy mindful choices easier.
Our commitments include:
- Stronger supplier partnerships: We work alongside brands to encourage cleaner formulas, greater transparency and environmental accountability, and to share these achievements with our customers. We partner with brands early to help support and guide their development: this isn’t a one-and-done, it’s a process, and we’re in it for the long haul.
- Ongoing criteria refinement: Our ETHICS-check and Mindful Values frameworks evolve regularly to reflect best practices in sustainability, social responsibility and material stewardship. When new research becomes available, we review and adjust accordingly. We invest in robust conversations with suppliers and shoppers, recognising that we’re all learning together.
At HealthPost, we’re also mindful of our own choices and impact e.g.:
- Solar powered operations: Our new rooftop solar installation at our Collingwood premises means that we’re now producing more power than we consume.
- Waste reduction targets: As a Zero Carbon certified business with Ekos, we offset our emissions through local native forest projects, and we’re also focussed on reduction: we have reduced our business waste emissions by more than 25% since 2023.
And of course, championing Mindful Brands is one of the most important ways that we deliver on our vision to have a lasting, positive impact on people and planet!
How to be more mindful this May (and beyond)
Mindful shopping is a work-in-progress, not an overnight overhaul. Here are some simple steps to get started:
- Read beyond the label. Look for clear certifications, full ingredients lists and brand stories.
- Choose refillable or recycled packaging. Many Mindful Brands now offer bulk-powder refills, and packaging that is both recycled and recyclable – ideal for low-waste living.
- Easy swaps. Just start with one area for easy eco swaps e.g. Oral care: dental floss doesn’t need to be plastic, and there are plenty of great toothpastes/powders available in glass.
- Ask questions. If you’re curious about a process or ingredient, reach out. Brands committed to transparency will gladly share, and we’re always happy to take your questions at HealthPost too. Asking questions is a great way to show that you care.
We’re proud to support brands that are leading the way in making mindful, healthy choices easier – and hope this inspires you along the way, on your own ethical shopping journey.
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