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How We Rate Brands

Our three-step evaluation scores every brand across sustainability, ingredient safety, and social responsibility - before they can sell here.

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No brand pays for a rating.
No brand pays to be here.

Every brand in our directory, whether they sell in our marketplace or not, is evaluated using the same methodology, criteria, and standards. Our ratings exist to serve shoppers, not brands.

400+

Brands Evaluated

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our three step evaluation process

step 1 : research

We collect publicly available data and reports, ingredient lists, and third-party certification information. Transparency is a critical factor in our scoring - the availability of information weighs on our final assessments.

step 2 : evaluation

We score brands across three comprehensive rubrics covering sustainable practices, non-toxicity of ingredients and materials, and social responsibility and fair labor.

step 3 : calculation

We calculate individual scores for each rubric, weigh them separately, and combine them into a final overall sustainability score. Using this number, we place brands on one of five tiers.

RATING TIERS

Avoid icon

Avoid

Score 1–2

Brands demonstrating a disregard for sustainability and ethical practices. They contribute actively to degrading the environment or distribute products dangerous for consumers.

Poor icon

Poor

Score 3–4

Brands that may implement some sustainable measures, but these are largely inadequate. They have not gone far enough in reducing their impact or safeguarding consumer health.

Average icon

Average

Score 5–6

Brands that have begun making strides toward sustainability but lack the commitment needed to meaningfully reduce impact. Beneath the threshold for recommendation.

Conscious icon

Conscious

Score 7–8

Brands demonstrating a strong commitment to sustainability. They have implemented meaningful measures to safeguard people and the planet, and meet our requirements for recommendation.

Top Choice icon

Top Choice

Score 9–10

Brands that have excelled in minimising their impact and providing safe products for consumers. They've implemented comprehensive action and set an example for their industries.

SCORING DIMENSIONS

what we research & score

Sustainable Practices

areas evaluated:

  • packaging
  • ingredient/ material sustainability
  • energy use & footprint
  • waste mitigation
  • business model

Ingredient & Material Safety

areas evaluated:

  • ingredient transparency
  • absence of harmful chemicals

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Social Responsibility & Labor

areas evaluated:

  • fair wages & labor conditions
  • supply chain labor audits
  • animal welfare & rights
  • Community engagement & charitable giving

considering scale

Larger corporations are subject to more stringent criteria due to their significant impact and resource availability. This includes transparency, where we expect larger corporations to disclose available sustainability and social responsibility reports in a more comprehensive way.

Because of the expanded scale of their impact, we also expect that larger corporations take on greater social and environmental responsibility. We consider the history of environmental or social violations and evaluate measures taken to address and correct past violations as part of our evaluations.

see the methodology in action

Rated David’s Toothpaste

David’s Toothpaste

Overall rating: Top Choice

Full Rating
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