FAQ
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Who’s the team behind WAYV?
WAYV was created by a small, dedicated team of entrepreneurs and changemakers with backgrounds spanning social impact, tech, fashion, media and the creator economy. Our team includes former CEOs, founders and social entrepreneurs who have built, scaled, and sold companies, and have helped drive billions of dollars to nonprofits and causes around the world. Together, we are reimagining e-commerce and creating the shopping platform we all want to use.
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What are WAYV’s values?
WAYV is built on three core principles:
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Style and values should coexist effortlessly
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Progress over perfection—every better choice counts
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Respect for people, planet and communities is paramount
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How does WAYV decide which brands to recommend?
Shoppers care about different things, so WAYV looks across six different pillars when we recommend products. Brands must align with our criteria for at least one pillar, as well as meet basic environmental and ethical standards. Our six pillars are:
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Planet: How sustainably a product is made, from materials and packaging to climate commitments and circular design
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People: How people are treated in the process, such as fair wages, safe workplaces, and no child or forced labor
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Animals: Ensuring the welfare of animals—from vegan and cruelty-free products to responsibly-sourced fibers
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Wellness: Products made with clean ingredients and safe materials—free from toxic chemicals, harsh processing and allergens
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Community: Products that give back—through donations, nonprofit partnerships and community programs
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Back Story: Who’s behind the brand—from underrepresented founders and independent labels to the craftsmanship and origins that shape each product
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Where does WAYV get its information?
WAYV pulls from independent, trusted sources like EWG, B Corp, Fair Trade Certified, GOTS, Good On You, OEKO-TEX, and others. We also review publicly available information from companies, and our in-house team brings decades of expertise to help interpret data clearly. Whenever possible, we look for stacked verification—meaning a claim is backed by multiple reliable sources.
How can WAYV “walk the walk” if it uses AI, which isn’t sustainable?
It’s true—AI has an energy footprint. But so do hours of endless scrolling, over-buying, and wasteful shipping. WAYV uses AI to cut through the noise, reduce impulse purchases, and point you toward better choices faster. We also commit to continuous improvement—exploring energy-efficient AI, offsetting impacts where possible, and staying transparent about trade-offs. WAYV isn’t about perfection. It’s about progress, accountability and helping you shop better.
How does WAYV make money?
In some cases, when you buy a product through WAYV, we earn a small affiliate commission from the brand. Whether that happens depends on the brand—some have affiliate programs we can connect to, while others don’t. In all cases, products earn their place on WAYV through our values lens—not commissions.


How does WAYV blend tech with the human touch?
Our AI doesn't replace human judgment, it informs it. AI helps us organize thousands of products quickly—but algorithms alone aren’t enough. That’s why we add a human layer. Our team reviews claims for accuracy, while creators bring in style, culture, and personal taste. The result is an ecosystem of curated storefronts and collections that combine the precision of AI with personal inspiration.
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How can I suggest a brand or provide feedback to WAYV?
We love recommendations! If you think a brand should be included (or excluded), you can send feedback directly through our Contact Us page. Our team reviews every suggestion carefully.
Why WAYV?
We built WAYV to make purpose-driven shopping mainstream. According to PwC's Voice of the Consumer Survey, 80% of consumers say they are willing to pay more for sustainable products. And studies from McKinsey, NielsenIQ and First Insight reflect a similar desire for purpose-driven shopping. Consumers increasingly want their purchases to align with their values, but they're frustrated by greenwashing, misinformation and data overload. WAYV fills that gap—and our early traction is undeniable: 96% of early testers like or love WAYV's mission of helping people shop their values!
What is WAYV’s long-term vision?
WAYV’s vision is to be the engine that drives change in how companies operate. Until now, brands have relied on industry surveys and self-reporting to guess what people care about. With WAYV, the proof comes from actual purchases—comprehensive data showing shoppers are guided by their values, not just price or convenience. At scale, this becomes impossible for companies to ignore. WAYV will be able to show companies, definitively, that responsibility isn’t just the right thing to do—it’s good for business too.