This week, new web browser Consciously Us (formerly called “Tribe”) launched to help Amazon shoppers make cruelty-free purchases. The free tool appears as a small box in the corner of the browser when a shopper clicks on an item on the shopping platform, displaying animal-testing information on the product manufacturer. The company is currently in beta-testing and relies on information provided by People for the Ethical Treatment of Animals (PETA), the Coalition for Consumer Information on Cosmetics (CCIC, which administers the Leaping Bunny logo), and others to identify companies that test on animals. “There is nothing worse than falling in love with a product and later finding out they test on animals,” Consciously Us CEO Kim Pieper said. “[Consciously Us] is a values-driven company that is focused on providing facts to consumers in the simplest way. We believe in empowering small acts to create real and meaningful change.” In addition to helping consumers make compassionate choices, Consciously Us was also created to encourage businesses to eliminate harmful practices. The company is developing other tools to steer shoppers toward conscious consumption such as making alternative recommendations to products that are not cruelty-free. “We have plans to address corporate practices, political giving, and many other issues we all care deeply about,” Pieper said.