Free Browser Extension is like the Greenwashing Police

beagle button
  • The Beagle Button is the UK’s first browser extension that automatically recommends eco alternatives when you’re shopping online
  • It allows shoppers to browse online as normal, then it sniffs out more planet-friendly products and services in real time.

  • With 60% of fashion brands’ eco claims being guilty of greenwashing, Beagle Button acts as a thorough litmus test for planet-friendly purchases.

  • Whether shopping for jeans, a mobile phone tariff or headphones, the free to use technology saves consumers the hassle of researching the sustainable credentials and ethicacy of brands by automatically doing it for them.

  • Consumers can personalise filters for the plug-in, prioritising values they care about such as plastic-free, organic, low-carbon, vegan, and women-run.


Britain’s first browser extension that automatically finds its users sustainable alternatives to products and services bought online has launched. The Beagle Button is compatible with nearly all browsers and can be used to shop for anything from coffee and cosmetics to toasters and t-shirts.

How does it work?

1 – Once downloaded, users browse as normal…

2 – If there is a more ethical product, The Beagle Button fetches it instantly:

Once downloaded onto their browser, users simply shop online as normal, then if there’s a product or retailer that is more sustainable to what they are looking at, The Beagle Button automatically recommends an alternative.



Greenwashing Police

The tech start up has independently researched thousands of the most ethical and eco-friendly products worldwide so you don’t have to and held them against its sustainability values of reducing waste, minimising emissions, supporting workers, protecting animals, and avoiding harmful chemicals. Using these values and earmarking them against existing customer reviews, Beagle uses a blend of machine learning and natural language processing to match users with a suitable product alternative as they browse in real time.


Tailored to You

Beagle Button knows sustainability and ethical consumption means different things to different people so users can set filters to closely align with what they care about most. Filter choices include: Organic, Plastic-free, Vegan, Longer lasting, Ethically made, Low-Carbon, Women-Run, Gives Back, Made in the UK, Minority owned and Second hand.

The Beagle Button works when users shop across the top 100 retail sites in the UK, including Amazon and ASOS, and will instead redirect shoppers to buy from one of their 250 verified ethical brands and retailers from Finisterre and Allbirds to Cheeky Panda and the Greenpeople.


What can I use it for?

Beagle Button works across multiple departments, including: Beauty, grooming and hygiene, Furniture, Cleaning, Homeware, Electronics, Clothing, Accessories, Appliances, Services, Food and drink, Mobile tariffs, Energy providers and Banking providers.

Beagle works on a product level, so no random or irrelevant alternatives pop up too whilst you’re browsing. So, for example if you’re shopping for black jeans, Beagle will pop up with a sustainable equivalent in the same colour and style. If you decide to choose the alternative, simply click on the pop up and it will take you directly to the different retailer’s site.

Daniel Hemsley, CEO and co-founder of the Beagle Button said: “We all love the convenience of online shopping, but it comes with a terrible cost to our planet. Even people who care about the environment struggle to find sustainable alternatives. We wanted to take all the time-consuming research out of the process to make shopping sustainably as simple as a single click.

“The Beagle Button is a tool that sits within your browser and recommends more sustainable and ethical products automatically, making planet-friendly shopping more accessible, less of a chore and genuinely convenient.”

“We’re aware that sustainability means different things to different people so we encourage users to select their preferences so we can show them the best possible and most relevant alternatives.”

“Our priority is putting the absolute best, most sustainable products in front of people. We’re constantly evolving and looking for leading sustainable products and services. Both merchants and our users themselves can suggest products to us. We’ll then assess these and if they pass our criteria, we’ll add them to our database.”

For more information and to add The Beagle Button to your browser, visit

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