Brand Rating:

Attitude

Conscious

Coming soon

Score Coming soon

The Shifting Gaia rating evaluates brands based on sustainable practices, ingredients and materials, and social responsibility, among others. Below are a few factors influencing this brand's score:

Certifications

EWG Certified

Ecologo Certified

PETA Cruelty-free & Vegan

Our ratings are based on a scale from 1 (Avoid) to 5 (Top Choice).
See how we rate.

Rated: October 15, 2025
Category: Beauty care
Subcategory: Cleaning

Overview:

Sustainability Coming soon

Non-toxicity Coming soon

Attitude is a Canadian company that offers personal care, household, and baby products. The brand focuses on creating plant- and mineral-based items that are eco-friendly, hypoallergenic, and non-toxic.

Highlights

• coming soon!

Sustainability

score : Coming soon

Attitude claims carbon neutrality for prodcuts through tree-planting programs. Carbon offsetting alone is not a replacement for reducing emissions at the source, and there is no third-party verification for their carbon neutrality claims, limiting their credibility. With that being said, the company does claim to reduce emissions in their supply chain. Packaging innovations like cardboard deodorant tubes and refill stations contribute positively to their score.

Their use of plant- and mineral-based ingredients aligns with lower environmental impact, but the company does not disclose specifics on ingredient sourcing, such as whether they prioritize regenerative agriculture or fair trade. Without transparency on their supply chain, it's hard to fully assess their environmental stewardship.

Additionally, while the company has committed to planting trees, this is a common strategy that can be used to deflect attention from meaningful reductions in production emissions. A thorough sustainability review requires more information on how they manage water use, waste, and energy consumption across the lifecycle of their products.

Non-toxicity

score : Coming soon

Attitude has positioned itself well when it comes to human health. Their products are EWG Verified, meaning they avoid hazardous chemicals such as parabens, phthalates, and formaldehyde-releasing preservatives. The company emphasizes hypoallergenic formulations, suitable for sensitive skin and family use. However, transparency issues arise when looking into the sourcing of their ingredients.

While they are plant- and mineral-based, it's unclear whether they avoid contamination from pesticide residues or non-organic farming practices, which could impact product safety for long-term use. Attitude's avoidance of synthetic fragrances and known toxins places them in the upper tier for non-toxic personal care products.