Of course, Zahra doesn't expect you to throw out your existing products and start again (that would be wasteful, too), but she says that the site is a good place to start. "It's clear, honest, fun and even a bit indulgent; all the things we love about beauty," and it's only set to get bigger and better. "I feel there are definitely some categories missing in the current lineup," said Zahra. "Sun care, lip colours and acids to name a few. But picking the right brands is a careful process and we need to make sure we get it right at every stage to adhere to the SUST ethos."