how we rate brands
We believe that small choices in our daily lives can lead to collective change. With our rating system, we’re aiming to empower each other with the knowledge to support brands that prioritize the well-being of people and the planet.
The approach begins by understanding that our personal health and the planet’s health are inseparable. That’s why our system centers around evaluating brands’ commitment to both. The system scores brands across the following six categories, each weighted to reflect its impact on sustainability, ethics, and personal health.
sustainability practices
Sustainable Sourcing
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How well are materials sourced sustainably and ethically to minimize environmental impact?
Waste Management
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How well does the brand minimize waste, implement recycling, and manage hazardous waste? Does the brand implement buybacks and refill programs or eliminate single-use practices?
Energy Use
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To what extent does the brand utilize energy-efficient technologies and renewable energy sources?
Carbon Footprint
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How well does the brand measure, report, and reduce its GHG emissions?
Packaging
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To what extent is packaging made of recyclable, biodegradable, or compostable materials?
Certifications (including, but not limited to)
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Carbon Trust Standard Climate Neutral Certification
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Carbon Neutral Certification Cradle to Cradle
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Global Recycle Standard LEED Certification
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Bluesign System
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Green Seal
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EU Ecolabel
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FSC Certified Packaging OEKO-TEX® Standard 100
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B Corporation
ingredients & materials
Non-Toxic Ingredients
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To what extent are products free from harmful chemicals such as parabens, phthalates, sulfates, synthetic fragrances, and dyes? How safe are products for consumers?
Transparency
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To what extent does the brand provide clear and detailed ingredient lists for consumers?
Natural & Organic
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We give preference to the use of natural, organic, and non-GMO ingredients, which are generally safer and more sustainable, in our ingredient evaluations.
Certifications
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We look for relevant certifications that ensure ingredient safety and purity. These include USDA Organic, COSMOS, Ecocert, NSF/ANSI 305, The Vegan Trademark, and Good Face Project Approved (among others).
social responsibility
Fair Labor Practices
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How committed is the brand to fair wages, safe working conditions, and workers’ rights? This includes adherence to labor standards and certifications that verify ethical practices.
Community Engagement
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How involved is the brand in local communities, charitable donations, and support for social causes? Brands should actively contribute to the well-being of the communities they operate in.
Initiatives
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To what extent does the brand participate in programs and initiatives that support social and environmental causes?
Transparency
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How open is the brand about practices and labor conditions? How well do they provide detailed information?
Certifications
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Fair Trade USA
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Fairtrade International Ethical Trading Initiative (ETI)
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Social Accountability International - SA8000
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Business Social Compliance Initiative (BSCI)
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Sedex Members Ethical Trade Audit (SMETA)
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Child Labour Free
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Common Objective
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CEO Water Mandate
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1% for the Planet
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Fair Labor Association (FLA)
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Fair Wear Foundation (FWF)
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B Corporation
effectiveness
Performance
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We assess how well the product meets its intended purpose and conduct independent testing when possible.
Durability
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We evaluate product longevity and reliability over time. The product should perform well under normal usage conditions.
affordability
Price Point
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We compare the brand or product to similar products in the market. The brand should be competitively priced when compared to similar brands or products on the market.
Value for Money
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We assess whether the product’s benefits justify its cost. We try to focus on long-term value and cost-effectiveness.
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overall rating
After each of the six categories is researched and evaluated, the numbers are weighted and combined to deliver our final overall rating. With their combined score, brands are placed on one of the five following levels.
avoid
Does not meet the most basic standards of sustainability, social responsibility, or toxicity. They pose risks to health or the environment and require substantial improvements.
poor
Some minimal efforts towards improvement but is still far below industry standards and our expectations. They have made initial steps but require significant enhancements in sustainability and ethical practices.
average
Meets an absolute minimum acceptable level. Products and practices meet some basic standards for being toxin-free and sustainable but more robust measures must be implemented to progress further.
conscious
Demonstrates a strong commitment to both being toxin-free and sustainable. Exceeds basic requirements and sets a positive example within the industry. Ethical and eco-friendly.
top choice
This highest tier is reserved for brands that excel in all evaluation areas. They are leaders in being toxin-free and sustainable, setting the benchmark for others to follow.
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.
