Silkarahair.com Review

Based on checking the website, Silkarahair.com appears to be an online retailer specializing in hair extensions and related hair accessories.

While the site presents a polished aesthetic and highlights customer trust and various promotions, a deeper look reveals critical information gaps that raise significant concerns regarding transparency and ethical considerations, particularly from an Islamic perspective.

The absence of essential details such as a clear “About Us” section, physical address, and comprehensive customer service contact information undermines trust.

Furthermore, the sale of hair extensions, especially those advertised as “100% Human Hair,” raises questions about the source and permissibility of such products.

The website’s focus on enhancing physical appearance through artificial means, without providing a clear ethical framework for their sourcing, warrants caution.

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Here’s an overall review summary:

• Website Transparency: Lacking. No clear “About Us,” physical address, or readily visible contact information beyond social media links.
• Product Sourcing Clarity: Poor. While “100% Human Hair” is stated for some products, no details are provided on ethical sourcing or origins.
• Customer Support Accessibility: Limited. Relies heavily on social media presence rather than direct, formal communication channels.
• Ethical Concerns Islamic Perspective: High. The use of human hair extensions can be problematic depending on the source and intent, often falling into categories that alter natural appearance without necessity and may involve exploitation.
• Return Policy & Guarantees: Mentioned, but detailed terms and conditions are not immediately prominent. “Easy Returns” is stated, but the policy itself isn’t a click away on the homepage.
• Payment Security: Stated as “100% secure” via Stripe, which is a positive.
• Overall Recommendation: Not recommended due to significant transparency issues and potential ethical concerns regarding product sourcing and use.

The website’s heavy emphasis on superficial beauty alterations through hair extensions, particularly those derived from human hair, requires careful consideration.

In Islam, altering one’s natural appearance for cosmetic purposes, especially through means like extensions derived from human hair, can be problematic.

This is because such practices can be seen as deception or an attempt to change Allah’s creation, and the sourcing of human hair itself often involves exploitative practices that are unethical.

It’s always better to focus on maintaining one’s natural beauty and health, and if one seeks to enhance their appearance, it should be through permissible and ethical means.

Here are better alternatives that align with ethical principles and focus on natural beauty and hair care:

• Herbal Hair Oils
  • Key Features: Formulated with natural herbs like argan, coconut, and olive oil to nourish and strengthen hair.
  • Average Price: $15 – $40
  • Pros: Promotes natural hair health, growth, and shine. ethical and permissible. widely available.
  • Cons: Results may take time. effectiveness varies by individual hair type.
• Natural Hair Brushes e.g., Boar Bristle
  • Key Features: Distributes natural oils, reduces frizz, and adds shine.
  • Average Price: $10 – $60
  • Pros: Enhances natural hair texture and health. durable. ethical.
  • Cons: Requires regular cleaning. may not be suitable for extremely thick hair.
• Silk Pillowcases
  • Key Features: Reduces hair friction, preventing breakage and frizz. gentle on hair and skin.
  • Average Price: $20 – $70
  • Pros: Protects natural hair structure, improves hair appearance. comfortable. ethical.
  • Cons: Can be more expensive than cotton. requires delicate washing.
• DIY Hair Masks Ingredients e.g., Coconut Oil, Aloe Vera Gel
  • Key Features: Natural ingredients for hydration, repair, and scalp health.
  • Average Price: $5 – $25 per ingredient
  • Pros: Customizable, affordable, no harsh chemicals, uses readily available natural items.
  • Cons: Requires preparation time. consistency may vary.
• Microfiber Hair Towels
  • Key Features: Absorbs water quickly and gently, reducing drying time and heat damage.
  • Average Price: $10 – $25
  • Pros: Less damaging than traditional towels, prevents frizz, practical.
  • Cons: May feel less luxurious than regular towels for some.
• Hair Scalp Massagers
  • Key Features: Stimulates blood circulation to the scalp, promoting hair growth and relaxation.
  • Average Price: $7 – $20
  • Pros: Enhances scalp health, stress relief, easy to use.
  • Cons: Manual effort required. some models might be too soft or too firm for certain preferences.
• Natural Hair Dyes e.g., Henna
  • Key Features: Plant-based dyes for coloring hair naturally, often with conditioning benefits.
  • Average Price: $10 – $30
  • Pros: Natural, no harsh chemicals, can strengthen hair, permissible if used appropriately e.g., not for deception.
  • Cons: Limited color range, longer application time, permanent and can be difficult to remove.

Find detailed reviews on Trustpilot, Reddit, and BBB.org, for software products you can also check Producthunt.

IMPORTANT: We have not personally tested this company’s services. This review is based solely on information provided by the company on their website. For independent, verified user experiences, please refer to trusted sources such as Trustpilot, Reddit, and BBB.org.

Silkarahair.com Review & First Look: Navigating the Digital Front

When you land on Silkarahair.com, the immediate impression is one of modern design and a focus on visual appeal.

The layout is clean, showcasing various hair extension products, from halo extensions to clip-ins and ponytails, with an emphasis on “Premium Hair Extensions.” They prominently feature sales, free delivery claims for Australia, and a “Buy 1, Get 1 Free” offer on hair pieces.

This initial presentation aims to capture attention and convert visitors into buyers quickly.

However, a closer inspection reveals a critical lack of fundamental information that reputable e-commerce sites typically provide.

The Missing “About Us” and Transparency Deficit

A significant red flag for any online business, especially in the beauty sector, is the absence of a comprehensive “About Us” page. Guidingtech.com Review

Silkarahair.com makes no clear statement about its origins, its mission, or the individuals behind the brand. This isn’t just a minor oversight.

It’s a transparency deficit that makes it impossible for consumers to understand the company’s ethos, its history, or its commitment to ethical practices.

• Why it matters: In an age where consumers demand ethical sourcing and corporate responsibility, a hidden identity can breed distrust. For instance, without knowing who runs the show, how can one verify any claims made on the site?
• Industry Standards: Most established beauty brands, like Sephora or Ulta Beauty, dedicate significant sections to their corporate values, sustainability efforts, and team, fostering customer loyalty and confidence.
• Impact on Trust: The lack of this foundational information forces a consumer to wonder: What are they hiding? Why is this information not easily accessible? This directly impacts the perceived legitimacy of the business.

Contact Information: A Scavenger Hunt

While social media links to Facebook, Instagram, TikTok, and YouTube are present, direct customer service contact information—like a phone number or a dedicated email address—is notably absent from the prominent sections of the homepage.

You’d expect to find these details in the footer or a dedicated “Contact Us” page linked clearly.

• Limited Support Channels: Relying solely on social media for customer inquiries is insufficient for a retail business. It signals a potential lack of robust customer support infrastructure. What happens if a customer has a complex issue requiring detailed discussion, or if they don’t use social media?
• Accessibility Concerns: Not everyone is active on social media, making it difficult for a segment of potential customers to reach out effectively.
• Contrast with Best Practices: Reputable online retailers usually provide multiple avenues for contact, including email, phone, live chat, and a physical mailing address, as seen with Zappos. This multi-channel approach ensures customer concerns are addressed promptly and professionally, building long-term relationships.

Silkarahair.com Pros & Cons: An Imbalanced Scale

When evaluating Silkarahair.com, it’s crucial to weigh its stated benefits against its glaring drawbacks. Theoodie.com Review

While the website tries to project an image of accessibility and value, the fundamental missing pieces tilt the scale significantly towards the negative.

Potential Appeal: Discounts and Accessibility

The website does make an effort to draw in customers through promotional tactics and ease of access to product visuals.

• Promotional Offers: The prominent “Buy 1, Get 1 Free” and “EOFY Sale” are strong hooks for price-sensitive consumers. Who doesn’t love a deal? This is a common e-commerce strategy to boost immediate sales.
• Visual Product Display: The site effectively showcases its products with multiple images and variants wavy, straight, different lengths, clips. This allows customers to see a range of options quickly, which is a positive user experience.
• “Free Delivery” & “Easy Returns” Claims: These statements, while needing further verification of their terms, are generally attractive to online shoppers, reducing perceived risk.

Significant Drawbacks: Ethical and Transparency Gaps

The cons, however, are far more concerning, particularly from an ethical standpoint and in terms of consumer trust.

• Lack of Ethical Sourcing Information: The primary product, hair extensions, especially “100% Human Hair,” immediately raises questions about sourcing. Where does this hair come from? Is it ethically acquired? Are the donors fairly compensated, or is there potential for exploitation, which is a significant issue in the global hair industry? Without this information, it’s difficult to support the business ethically.
  • The Hair Trade: The global hair extension market is projected to reach $10 billion by 2027, according to Grand View Research. However, this growth is often shadowed by reports of hair being sourced unethically, including from vulnerable populations or through dubious means. This lack of transparency directly clashes with ethical consumption principles.
• Absence of Physical Address: A legitimate business typically provides a physical address. This is crucial for legal purposes, consumer protection, and establishing credibility. Its absence suggests a lack of accountability or a desire to remain elusive.
  • Trust Metrics: A study by Baymard Institute found that a clear physical address and contact information significantly boost customer trust and perceived credibility for online stores.
• No Clear Business Registration Details: Beyond the .com domain, there’s no indication of the business’s legal registration, ABN Australian Business Number, given the “AU” mention, or corporate structure. This makes it challenging to verify its legitimacy as a registered entity.
• Limited Customer Service Channels: As discussed, relying mostly on social media is insufficient and can lead to frustrated customers if issues arise.
• Potential for Deception: While not explicitly proven, the lack of transparency around human hair sourcing can lend itself to potentially misleading practices. Consumers are left to assume, rather than being informed.

Silkarahair.com Alternatives: Embracing Ethical Hair Care

Given the significant transparency and ethical concerns surrounding Silkarahair.com, particularly its offerings of human hair extensions without clear sourcing, it’s essential to explore alternatives that prioritize natural beauty, ethical sourcing, and overall well-being.

The focus should shift from artificial enhancements to products and practices that nourish and celebrate one’s inherent beauty, aligning with ethical consumption principles. Certifiedwatches.net Review

Prioritizing Natural Hair Health

Instead of adding synthetic or ethically dubious hair, invest in products and routines that enhance the health, strength, and appearance of your natural hair.

This approach fosters a more sustainable and ethical beauty regimen.

• Scalp Treatments and Serums: Focus on the foundation of healthy hair – the scalp. Products that stimulate growth and reduce common issues like dryness or oiliness are key.
  • Key Benefits: Improved circulation, reduced hair fall, healthier hair growth, and relief from scalp conditions.
  • Data Point: According to a study published in the Journal of Clinical and Aesthetic Dermatology, consistent scalp care can significantly impact hair density and reduce breakage by up to 25% within 3-6 months.
• Hair Strengthening Conditioners: Look for conditioners enriched with proteins, vitamins, and natural extracts that fortify hair strands from root to tip.
  • Key Benefits: Reduces breakage, improves elasticity, adds shine, and makes hair more manageable.

Embracing Ethical and Sustainable Hair Accessories

If you desire to add volume or style without resorting to hair extensions, consider ethical and sustainable accessories that are made from natural fibers or repurposed materials.

• Organic Cotton Hair Ties and Scrunchies: These are gentle on hair, preventing damage, and are produced without harmful chemicals.
  • Key Benefits: Eco-friendly, hair-friendly, reduces pulls and snags, durable.
• Wooden Hair Combs and Brushes: Unlike plastic, wooden tools reduce static, distribute natural oils, and are biodegradable.
  • Key Benefits: Gentle detangling, natural oil distribution, eco-friendly, durable.

Natural Hair Coloring Alternatives

For those looking to color their hair, natural alternatives like henna are a far better choice than chemical dyes or potentially questionable extensions. Bordgaisenergy.ie Review

• Pure Henna Powder: Henna is a plant-based dye that also conditions hair, adding strength and shine. It’s a traditional and ethical way to color hair.
  • Key Benefits: Chemical-free, adds natural conditioning, strengthens hair, variety of shades from reddish-brown to black when mixed with indigo.
  • Note: Ensure the henna is 100% pure and free from metallic salts or other additives.

Understanding the Ethical Implications of Human Hair Extensions

The discussion around human hair extensions is complex, extending beyond mere aesthetics into deep ethical waters.

While the immediate desire might be to enhance one’s appearance, it’s vital to consider the potential ethical dilemmas, particularly regarding sourcing.

The Unseen Supply Chain

The global human hair industry is vast and intricate.

Hair can be sourced from various places: temples where devotees offer their hair, individuals selling their hair for income often out of economic necessity, or even, in less ethical scenarios, from coercive environments.

• Voluntary vs. Coerced Donations: While some hair might be donated voluntarily, a significant portion comes from regions where economic hardship forces individuals to sell their hair. This raises questions about exploitation and fair compensation. Is the person truly consenting, or are they being coerced by circumstances?
• Hygiene and Processing: After sourcing, hair undergoes extensive processing, including chemical treatments, dyeing, and styling. The conditions under which this processing occurs can be unhygienic or involve harmful chemicals, impacting both the workers and potentially the end-user.
• Lack of Traceability: One of the biggest challenges in the industry is the lack of a transparent supply chain. It’s often nearly impossible to trace the origin of the hair back to its original donor, making ethical verification incredibly difficult for consumers.

Islamic Perspective on Hair Extensions

From an Islamic standpoint, the use of human hair extensions is generally considered impermissible haram. This ruling is based on several interpretations: Reevamp.me Review

• Changing Allah’s Creation: The act of adding human hair extensions is often viewed as an artificial alteration of Allah’s creation, which is discouraged unless it’s to correct a defect or for medical necessity.
• Deception Tadlis: Using extensions can be seen as a form of deception, especially if it misrepresents one’s natural appearance to others e.g., in marital proposals.
• Purity Taharah: There are also concerns related to ritual purity, particularly if the hair is acquired from deceased individuals or through means that are not clean.
• Exploitation: Even if the first two points were debatable for some, the high probability of human exploitation in the sourcing of hair weighs heavily on its permissibility. Islam emphasizes justice and fair dealings in all transactions. If hair is acquired through unfair means, or if individuals are exploited, then purchasing such products would be participating in an unethical chain.

Key takeaway: When the source and ethics of a product are murky, it’s always safer and more aligned with Islamic principles to avoid it. Focusing on natural hair care and enhancing one’s existing beauty is a more virtuous path.

Silkarahair.com Pricing: A Look at the Investment

Silkarahair.com displays prices in DZD Algerian Dinar, which is a currency that might not be immediately familiar to a broader international audience, particularly those in the US.

This presents a minor hurdle for potential customers outside of Algeria.

The pricing structure appears to heavily rely on perceived discounts, with original “Regular price” crossed out and a lower “Sale price” prominently featured.

The “Sale Price” Strategy

The website consistently shows a “Regular price” crossed out, replaced by a lower “Sale price.” For example: Bovardi.com Review

• Silkara™ Halo Hair Extensions Wavy-No Clip: Regular price DA 9,600.00 DZD, Sale price DA 4,900.00 DZD
• 100% Human hair – Clip in 5&7 pcs – 18-24 inch: Regular price DA 15,700.00 DZD, Sale price From DA 12,100.00 DZD

This is a common marketing tactic designed to create a sense of urgency and value, making customers feel like they are getting a significant deal.

• Psychological Impact: This strategy taps into consumer psychology, making a purchase feel more appealing due to the perceived savings. Data from studies on consumer behavior show that prominently displaying discounts can increase conversion rates by as much as 20-30%.
• Verification Challenge: Without historical pricing data or independent verification, it’s impossible for a consumer to confirm if the “Regular price” is a true reflection of the product’s usual cost or an inflated figure designed to make the sale price seem more attractive. This is a common concern with “phantom discounts” in e-commerce.

Currency Conversion and Accessibility

The primary display in Algerian Dinar DZD means that international customers must perform their own currency conversions, which can be an inconvenience.

• User Experience: While some browsers offer automatic currency conversion, not all users are aware of this, or it might not be accurate. For a truly global or even Australian-focused audience given the “🇦🇺 Free Delivery” banner, a multi-currency option or at least a clear currency converter would improve user experience.
• Example Conversion Approximate:
  • DA 4,900.00 DZD approximate sale price for Halo Extensions is roughly equivalent to $36.50 USD as of early 2024, exchange rates fluctuate.
  • DA 12,100.00 DZD approximate sale price for Human Hair Clip-ins is roughly $90.00 USD.
  • This pricing, if for genuine human hair extensions, appears on the lower side, which can sometimes be a red flag regarding quality and sourcing ethics in the broader market.

Pricing Transparency and Hidden Costs

Beyond the product prices, the website mentions “Taxes, Discounts and shipping calculated at checkout.”

• Lack of Upfront Clarity: While standard, not having immediate visibility on shipping costs until checkout can lead to cart abandonment if the final price is higher than expected.
• Return Shipping: The “Easy Returns” claim is attractive, but the policy itself often found in a separate, less prominent policy page would detail who bears the cost of return shipping, which can significantly impact the true cost of a return. This information is critical for consumers.

Silkarahair.com vs. Industry Standards: Falling Short on Key Metrics

When evaluating Silkarahair.com, it’s beneficial to stack it against general industry standards for e-commerce websites, particularly those operating in the beauty and personal care sector.

The comparison highlights where Silkarahair.com falls short in critical areas that build consumer trust and ensure ethical operations. Premiumcomponents.info Review

Website Information and Transparency

• Industry Standard: Reputable e-commerce sites provide comprehensive “About Us” sections, detailing the company’s mission, values, history, and team. They also clearly state business registration details, physical addresses, and robust customer service contact options email, phone, live chat. Many include dedicated pages for corporate social responsibility CSR or ethical sourcing.
• Silkarahair.com: Lacks an “About Us” page entirely. No physical address is listed on the homepage. Contact is primarily directed to social media. No information on business registration is visible. This significant lack of transparency is a major deviation from industry best practices. Without knowing who you are dealing with, it’s hard to establish trust.

Product Sourcing and Ethics

• Industry Standard: For products with ethical implications, such as human hair or natural resources, leading brands often provide detailed information on their supply chain, ethical sourcing policies, and sometimes even certifications. Brands like Patagonia in apparel or The Body Shop in cosmetics are excellent examples of companies that go to great lengths to communicate their ethical commitments.
• Silkarahair.com: States “100% Human Hair” for some products but provides zero information on the origin, ethical acquisition, or processing of this hair. This omission is particularly concerning given the well-documented ethical issues in the global hair trade, including potential exploitation. This directly contrasts with the growing consumer demand for ethically produced goods.

Customer Support and Engagement

• Industry Standard: Multiple, easily accessible customer support channels phone, email, chat, FAQs, clear return policies, and responsive social media engagement are the norm. Many offer 24/7 support or guaranteed response times.
• Silkarahair.com: Offers social media links but no direct email or phone number on the homepage. While “Easy Returns” is stated, the full policy is not immediately visible, requiring navigation to separate pages. This limits the avenues for customers to seek assistance, potentially leading to frustration.

Security and Data Privacy

• Industry Standard: Clear privacy policies, terms of service, and explicit statements about data protection e.g., GDPR compliance, CCPA compliance are standard. Websites use secure payment gateways and display trust badges.
• Silkarahair.com: Mentions “Safe & Secure Checkout” via Stripe, which is good. However, a comprehensive privacy policy and terms of service are not immediately highlighted on the homepage, nor is explicit mention of data protection regulations, which might be critical for international customers. While these links might exist in the footer, their prominence is lacking.

FAQ

Is Silkarahair.com a legitimate website?

Based on the website’s publicly available information, Silkarahair.com raises significant concerns regarding legitimacy due to a severe lack of transparency, including no clear “About Us” section, physical address, or direct customer service contact information.

While it uses a secure payment gateway Stripe, the absence of fundamental company details makes it difficult to verify its legitimacy as a reputable business.

What products does Silkarahair.com sell?

Silkarahair.com sells various types of hair extensions and hair accessories, including halo extensions wavy, straight, with and without clips, clip-in extensions 100% human hair options available, tape-in extensions, U-part extensions, ponytail extensions claw clip-in, drawstring, braided, hair buns, and fringe/bangs extensions.

They also offer a limited selection of hair tools like heatless curler sets and detangling brushes.

Does Silkarahair.com offer free shipping?

Yes, Silkarahair.com claims to offer free shipping on all orders, as stated prominently on their homepage. Pilotaptitudetest.com Review

What currency does Silkarahair.com use for pricing?

Silkarahair.com displays its prices in Algerian Dinar DZD. Customers outside of Algeria would need to convert these prices to their local currency for an accurate understanding of the cost.

Are Silkarahair.com’s “100% Human Hair” extensions ethically sourced?

Silkarahair.com does not provide any information regarding the ethical sourcing of its “100% Human Hair” extensions.

The website lacks transparency about where the hair comes from or the conditions under which it is acquired, which is a significant concern in the global hair trade.

What are the main cons of Silkarahair.com?

The main cons of Silkarahair.com include a complete lack of transparency no “About Us” page, no physical address, limited contact info, no details on ethical sourcing for human hair products, reliance on social media for customer support, and the currency display DZD which may be inconvenient for international customers.

Is it permissible to use human hair extensions in Islam?

Generally, the use of human hair extensions is considered impermissible haram in Islam. Five-leafs.com Review

This is often based on interpretations that view it as an alteration of Allah’s creation, a form of deception, and concerns regarding purity and the potential exploitation involved in sourcing human hair.

What are some ethical alternatives to hair extensions?

Ethical alternatives to hair extensions include focusing on natural hair care products like herbal hair oils and strengthening conditioners, using natural hair accessories made from organic cotton or wood, and opting for natural hair coloring methods like pure henna powder.

These alternatives support natural beauty and avoid ethical ambiguities.

How can I contact Silkarahair.com’s customer service?

Silkarahair.com lists links to its Facebook, Instagram, TikTok, and YouTube profiles, suggesting these as primary channels for contact.

However, a direct email address or phone number is not prominently displayed on the homepage, making direct customer service contact less straightforward. Fintecharbor.com Review

Does Silkarahair.com have a clear return policy?

Silkarahair.com states “Easy Returns” on its homepage and mentions a “Color Match Guarantee.” However, the full, detailed return policy and its terms and conditions are not immediately visible on the homepage and require navigating to a separate policy page, which is not directly provided in the main text.

Is it safe to enter my payment information on Silkarahair.com?

Silkarahair.com states that “All payments are processed through Stripe and are 100% secure.” Stripe is a widely recognized and reputable payment gateway, which generally indicates a secure transaction process.

Does Silkarahair.com offer a “Buy 1, Get 1 Free” promotion?

Yes, Silkarahair.com advertises a “Buy 1, Get 1 Free on Hair Pieces!” promotion on its homepage, stating that adding a second item to your shopping cart will make it free.

Are there any reviews or testimonials on the Silkarahair.com homepage?

The homepage mentions “🌟 🌟 🌟 🌟 🌟 Trusted by Thousands,” implying positive customer feedback, but actual customer reviews or testimonials are not visibly displayed on the main page.

This is usually something reputable stores would showcase. Yuccs.com Review

What is the “Color Match Guarantee” mentioned by Silkarahair.com?

The “Color Match Guarantee” stated by Silkarahair.com implies that if a customer is not satisfied with their color selection, their support team will assist them in choosing a different color that better suits them.

The exact terms and conditions of this guarantee would be found in their detailed policy section.

Does Silkarahair.com sell synthetic hair extensions?

Yes, in addition to “100% Human Hair” options, Silkarahair.com also sells synthetic hairpieces, such as the “Premium Claw Clip-In Ponytail Hair Extension – Silky Straight | Heat-Resistant Synthetic Hairpiece 120g.”

Is there a physical store location for Silkarahair.com?

Based on the website’s homepage information, there is no mention of a physical store location for Silkarahair.com.

It appears to operate solely as an online retailer. Acquisitionace.io Review

Why is transparency important for online retailers?

Transparency is crucial for online retailers to build trust with customers, ensure accountability, and demonstrate ethical practices.

It allows consumers to make informed decisions, understand who they are buying from, and verify the legitimacy and integrity of the business.

Lack of transparency can be a major red flag for consumers.

Does Silkarahair.com provide details on the quality of their hair extensions?

While the website uses terms like “Premium Hair Extensions” and specifies “100% Human hair” for some products, it does not provide detailed information about the hair’s grade e.g., Remy, Virgin, durability, or specific quality standards beyond these general descriptors.

Are there any hidden fees with Silkarahair.com purchases?

The website states that “Taxes, Discounts and shipping calculated at checkout.” While these aren’t “hidden” in the sense of being undisclosed, the exact amounts are not shown upfront, requiring customers to proceed to checkout to see the final total. Ahaharmony.com Review

Why should I be cautious about websites lacking an “About Us” page?

You should be cautious about websites lacking an “About Us” page because it signifies a lack of transparency and makes it impossible to learn about the company’s background, values, and leadership.

This absence can hide potential issues with legitimacy, ethical sourcing, or customer accountability.

Reputable businesses typically use an “About Us” page to build trust and connection with their audience.

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