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Good Light
Good Light is the beauty brand that celebrates authenticity, diversity, and inclusivity. Their clean, vegan, and cruelty-free products are sustainably produced, and 1% of sales go to True Colors United.
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DTCetc’s Take
Popular Products
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Good Light is a beauty brand founded by David Yi that focuses on promoting a more inclusive definition of beauty through product and purpose. The brand is committed to reflecting the diversity and fluidity of the world we live in today, advocating for change, and empowering individuals to step into their light and be celebrated for their authenticity. Good Light's products are formulated to be clean, vegan, cruelty-free, and sustainably produced, adhering to the EU's standards of clean, being kind to our animal neighbors, and only sourcing sustainable ingredients. The brand's commitment to True Colors United is also a highlight, with 1% of sales being set aside to give to the organization that implements innovative solutions to youth homelessness that focus on the unique experiences of the LGBTQIA+ community. Good Light's CEO and founder, David Yi, is a thought leader in men's beauty, identity, and Asian American advocacy, and has championed DEI in his decade of journalism.
Good Light resonates with beauty enthusiasts who value inclusivity, clean, vegan, and cruelty-free products. Customers are drawn to the brand's commitment to reflecting diversity, promoting change, and empowering individuals to embrace their authenticity.
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Here's what shoppers have to say:
- The products are highly moisturizing and effective
- Only a small amount of product is needed to achieve results
- The cleanser leaves the face feeling tight but not dry
- The facial products are fragrance-free
- The brand promotes diversity and inclusivity
Cons
- Good Light products may not be suitable for all skin types.
- The brand's product line is limited.
Good Light offers shipping options for both domestic and international customers. Free standard shipping is available for orders over $35 within the United States, while orders under $35 or international addresses have a variety of shipping options (1-day, 2-day, ground) at standard rates. Most orders are shipped via UPS and customers can track their orders using the provided tracking information. Unfortunately, Good Light does not currently ship to PO boxes, but customers can contact them to find a solution. Orders typically ship within 5-7 business days.
Good Light offers a 30-day refund policy for their products. Customers have 30 days from the date of receiving their item to request a refund. To initiate a return, customers must have their order number or proof of purchase and should contact Good Light via email at hello@goodlight.world. It is important to note that items cannot be returned without first requesting a return, and gift cards and sale items are not eligible for return.
DTCetc Bottomline
Target Audience
Young Adults
Stereotype
Tech-savvy
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This brand offers products that are on the pricey side.
Sustainability Score
90
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100
This brand offers products that are on the pricey side.
Quality Score
85
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100
This brand offers products that are on the pricey side.
DTCetc Score
91
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100
This brand offers products that are on the pricey side.
Target Audience
Inclusive beauty enthusiasts
Stereotype
Eco-conscious
Pricing Rating
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Sustainability Score
90
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100
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Quality Score
85
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100
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DTCetc Score
91
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100
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