Halal is the floor. Tayib is the goal.
Most marketplaces ask one question: is this permitted? We ask a harder one — is this brand tayib, end to end?
Saying bismillah over a chicken makes it halal. But it's only tayibif that chicken also lived well and was fed properly. Permissibility is the floor. Wholesomeness — of the whole supply chain, not just the endpoint — is what we're reaching for.
So before a brand is listed, we look past the product to how it came to be, across six dimensions.
Substance
Pure, clean inputs — alcohol-free, no haram-derived ingredients, nothing toxic or hidden.
Labour
No exploitation. Fair wages and dignified conditions for the people who make it.
Creation
Kindness to animals and the earth — cruelty-free, and no waste or harm (israf is the opposite of tayib).
Honesty
Truthful claims, no deception, no riba or pay-later, no manufactured urgency. How a brand sells is part of the chain.
Benefit
Ihsan — the product genuinely benefits you, not merely avoids what's forbidden.
Intention
The brand's own niyyah and conduct toward its workers, customers and community.
What you see on a brand
We never publish a score or a league table — ranking fellow Muslim brands downward would shame them, and that isn't our way. Instead, brands earn badges: Tayib-Verified, Alcohol-Free, Ethically Made, Cruelty-Free, Muslim-Owned, and more. A missing badge means "not yet earned," never "failed."
Every brand you see has already cleared the halal floor and our baseline tayib audit — so wherever you look, you can trust what you find. When you filter by the values that matter to you, the brands that have earned them rise to the top on their own.