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That's why we choose sustainability.

We are a cooperative of like-minded people who care about the environment. We try to be conscious consumers ourselves and understand how complicated it is to navigate all the information out there with regards to how ‘green’ a product really is.


Realistically, consumerism and online shopping are prevalent. There are certain products we use often and we just can’t make everything from scratch at home. That is not our agenda.


We are here to help you out with the best alternative products. We cover household, personal care and clothing products and are growing constantly.


Our pledge to you is that our recommendations are based on personal experience, and align with sustainability values such as the packaging, materials used, social aspects of the manufacturing companies and more.

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Hi! I’m Irete Hamdani,
the Founder and CEO of askBelynda.

I am both impressed and concerned by the convenience of the online shopping experience that we have today. With just a few clicks, we can find almost anything we need. However, this ease of access often conceals the impact our choices have on the environment. It raises the important question: "How much harm do my choices cause?"


This question was the beginning of my journey to develop a tool that empowers conscious consumers like us to embrace a more sustainable lifestyle, while avoiding the pitfalls of greenwashing. As a parent, I want to leave my daughters a planet where they can freely breathe clean air, play in streams, and be free to explore the outdoors without restrictions.

I’m on a journey to a cleaner, better world. Join me.

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