Softly is a sustainable shopping assistant that aims to make conscientious shopping simple and accessible. This free Chrome extension suggests product alternatives based on values that are important to you. Whether you prioritize environmental impact, social responsibility, cleanliness, country of origin, animal welfare, allergens, or all of the above, Softly has got you covered.

To get started, simply add Softly to your Chrome browser and pin it to ensure it works in the background as you shop. Then, input your preferred product values, such as low carbon footprint, organic, cruelty-free, and more. Softly will then provide alternatives to the products you're planning to purchase based on your values.

During this beta/test launch, Softly currently works on Amazon, with plans to add more shopping sites in the future. You can easily identify Softly by its logo, which will be located on the right side of the page.

Softly promises to only suggest product swaps that are based on authenticated third-party product certifications and verified product information, ensuring you don't have to worry about greenwashing. Additionally, Softly is committed to continuously improving its recommendations based on user feedback.