Goodbye greenwashing.
Hello data-backed beauty.
Our human-verified data says no thanks to the B*S, empowering better buying decisions for a better world.
Hello better beauty.
Our human-verified data says no thanks to the B*S, empowering better buying decisions for a better you.
Goodbye greenwashing.
Hello data-backed beauty.
Our human-verified data says no thanks to the B*S, empowering better buying decisions for a better world.
Researched for you
Every product and brand we feature is scored for sustainability and ranked for impact, so you can navigate your conscious consumer journey with confidence and ease.
Calculated for impact
Our cutting-edge algorithm has analyzed over 15,000 products for sustainability and environmental impact, to bring you the crème de la crème of ethical beauty and wellness.
Designed to empower
We tie everything to the most current sustainability research, to ensure that the scores you see reflect real planetary and social realities, for verifiably impactful purchasing.
The science (in a nutshell).
We believe that an informed consumer is a force to be reckoned with.
With this in mind, we’ve collected an almost obsessive amount of data on every product we back, with three paradigm-shifting goals in mind:
Verification
Not better? Not welcome. The products you find with us are made by brands who care and are actively building a better world through positive practices. Our life’s mission is to end greenwashing for good.
Clarity
We gather extensive data on every product we feature before translating into a no-nonsense score showing the impact on planet, animals and people. The higher the score, the better the product.
Empowerment
Your decisions make a real difference. You choose where you cast your dollar vote with every purchase, letting the market know what matters most. Together, we’re putting the work in for a better world.
