Lifescape was a glossy monthly magazine aimed mostly at women who want to live a more cruelty-free, healthy, green and interesting life. It was a colourful, upbeat and genuine alternative to other womens magazines available and was published by Madafu Publishing Ltd in London. Lifescape was set up by Rajasana Otiende in 2005 and was sold in WH Smiths, Borders, Waitrose and independent newsagents. It was part of the 'Just Ask!' campaign and so readers could request their local newsagent to stock the magazine. The magazine covered fair trade fashion, cruelty-free and vegan beauty products, social issues, health, nutrition, home, travel and more. It was also the only vegetarian magazine on sale at British newsstands.