Product Update
Is Compare Ethics Still in Business? (2026 Update)
Is Compare Ethics from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy Compare Ethics today.
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Ethical fashion verification was a genuinely tricky pitch to make land in the Den, the kind of idea that splits investors between those who see a platform business and those who see a hard sell. Compare Ethics is still around, though the business today looks noticeably different from the one that pitched.
The Short Answer
Compare Ethics is still in business. The company operates as compareethics.com, though it has moved from the consumer facing ethical clothing comparison concept it pitched with towards a business to business sustainability compliance platform aimed at retailers. It does not sell a consumer product through Amazon or a storefront in the way most Dragons' Den brands do.
That shift in focus is worth being upfront about. The company name and the founding team have carried through, but the product it sells today is not the same consumer app that appeared on screen.
The Pitch
Compare Ethics appeared in series 18, episode 5, pitching a platform designed to let shoppers verify the ethical credentials of clothing brands before buying. Founders Abbie Morris and James Omisakin built the idea around growing consumer demand for transparency in fast fashion supply chains.
The Dragons were reportedly divided on the pitch, with some finding the business strategy hard to follow even as they liked the underlying mission. The founders asked for £70,000 in exchange for 10 percent of the company.
Ethical fashion transparency was, and remains, a genuinely difficult problem to solve as a consumer product, since verifying a brand's supply chain claims requires access to data that many manufacturers are reluctant to share, which is likely part of why the original panel found the business model hard to pin down during the pitch.
The Deal
Peter Jones and Deborah Meaden jointly backed the pitch, investing the full £70,000 between them for the 10 percent stake on offer. A joint investment from two Dragons on a single pitch is relatively uncommon and usually reflects genuine enthusiasm split across more than one investor's risk appetite.
Both Jones and Meaden have track records backing consumer and retail adjacent businesses, which lines up with the original consumer facing version of Compare Ethics.
The Pivot
Since the pitch, the business has repositioned significantly. Rather than staying focused on a consumer facing comparison tool, Compare Ethics now describes itself as an AI powered sustainability compliance platform, helping retailers verify green claims and meet compliance requirements, with more than 1,300 professionals reportedly using the platform.
That is a meaningfully different business model to the one that pitched on the Den, moving from consumer transparency to enterprise compliance software. It is a common path for early stage platform businesses that discover their most reliable paying customer is not the consumer they originally imagined but the businesses that need to prove compliance to regulators and retailers.
Enterprise compliance software tends to have more predictable revenue than a consumer app, since retailers paying to prove regulatory compliance are a captive audience with a clear, recurring need, which may explain why the founders moved the business in this direction rather than continuing to chase individual shoppers.
Where Things Stand Now
To recap: Compare Ethics pitched in series 18 asking for £70,000 for 10 percent, and Peter Jones and Deborah Meaden backed the ask jointly.
The company is still operating today under the Compare Ethics name, but it has pivoted from a consumer ethical shopping tool into a business facing sustainability compliance platform for retailers.
If you came here to check whether the company survived, it did, just not in the exact form it pitched in.
For anyone specifically hoping to use Compare Ethics as a shopper looking to check a brand's ethical credentials before buying, that consumer tool is no longer the company's focus, so it is worth setting expectations accordingly if that was the original reason you were searching for the company.
Where to buy Compare Ethics
Still selling as of 11 February 2026. Check today's price and availability.
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See the full Compare Ethics deal breakdown and term sheet →
