Does seeing the label "cruelty-free" on your purchases make you feel good? I mean, obviously, buying a product that has not been tested on animals beats the alternative, but why do we use the negative to define and market it? The word "cruelty" brings such terrible images to mind and makes me feel pretty bad.

In the U.K., I see skin and bodycare companies using the term "ethical" (The U.K. banned animal testing for cosmetics in 1998). I like that, but it leaves me a bit cold.

So, I'm launching a new "positive vibration" label and saying my handcrafted, vegan, never tested on animals, herbal skincare is "love-promoting" instead of cruelty-free.

Who's with me?