Terms and conditions

We are a directory that celebrates founder-led brands. We are not a shop: when you buy from a listed brand, your purchase, delivery, and any dispute are between you and that brand. Some outbound links are affiliate links, which means a brand may pay us a small commission at no extra cost to you.

We review every brand by hand and correct errors when we find them, but brand information (including prices and availability) is provided by brands or drawn from their public websites and can go out of date. A listing is not an endorsement or a guarantee.

Brand owners must only claim brands they genuinely run, keep their profile truthful, and hold the rights to any content they upload. We may edit, decline, or remove any listing to protect the quality of the directory.

Brands are added three ways: a founder lists their own brand, someone nominates a brand they love, or our editorial team features a brand it finds noteworthy. A brand does not have to have registered with us to appear. Where a brand has not provided its own images, we may show a logo, product photo, or founder photo drawn from the brand's own public website or public social profiles, always credited to the brand and only ever to promote it - never altered to misrepresent it.

If you are the brand, the founder, or an authorised representative and you want your brand, a specific image, or a logo removed, email hello@bythefounder.com from a contact that shows your connection to the brand (or briefly describe it). We honour genuine removal requests promptly - typically within a few business days - and you do not need to claim the profile first. The same address handles any copyright or intellectual-property concern about material on the site.

Reviews must be honest, your own, and free of abuse, spam, or conflicts of interest you have not disclosed. By posting content you give us a non-exclusive licence to display it on the directory. We moderate and may remove content that breaks these rules.

Do not scrape the site at abusive rates, probe for vulnerabilities, attempt to access other people's accounts, or use the directory to send spam. Automated access should respect robots.txt and identify itself honestly.

The directory is provided as is. To the maximum extent the law allows, we are not liable for losses arising from your use of the site or your dealings with listed brands. Nothing in these terms removes rights you have under consumer law that cannot be excluded.

We may update these terms as the product evolves; the date above always reflects the current version. Continuing to use the site after a change means you accept the updated terms.