Why and how we assess brands and products

We want to empower our community to make more positive product and brand choices and feel good about them.

We sell products and brands that are independently certified or recognised as being better for the planet or people—ideally both. We will be transparent about the standards each product meets and, in the future, plan to provide a ‘footprint’ for every product we sell, empowering our members to make fully informed decisions.

We use information from independent experts and organisations - such as Good on You (who's ratings will be live on our site later this year) - as part of our review process, and ask our brands for documentation to prove the claims they make. In the future we will use a 3rd party assurance provider to further validate these claims.

We assess everything we sell against a detailed, category-specific set of criteria, all of which are detailed below.

Sustainability is a vast topic encompassing everything from labor rights, animal welfare, to climate change. We verify products and brands against the relevant standards for each category. One set of criteria can't apply to everything.

Our assessment looks at both products and brands—for example, whether a product uses organic, recycled, or fair-trade certified materials, or whether the brand holds B-Corp certification or is a registered Social Enterprise. Both aspects matter and deserve recognition.

We clearly highlight which accreditations and attributes each product has so you can focus on the impacts that matter most to you—whether that's environmental impact, fair worker wages, or animal welfare.

Beyond our formal criteria, we have additional values for each product category that shape our approach, even if they can't be easily measured. For example:

For food, we support customers to make choices that are both healthy and sustainable. We promote eating more plant-based foods, reducing meat consumption, and minimising food waste — one of the category's biggest sustainability challenges.

For Beauty and Cleaning - packaging is such a huge impact areas in these categories so we look for brands that are innovating in terms of format - refillables, plastic-free, concentrates and more.

For all categories we're excited to champion new brands, some of which might only be a few months old. As such they might not yet have accreditations to support their work, or are innovating in ways that  push the bar on industry norms outside the scope of existing standards. We still feature these pioneering brands on our site, will be clear about what they are doing, and will work with them to get accreditations and also prioritise where to focus next.

We will be building on our process as our business evolves, and will look to continue raising the bar while partnering with the brands to continue the great work they’re doing. We commit to being transparent in how this changes and will always surface information for you to make more informed, planet-positive decisions.

Here are the full set of category specific criteria and accreditations we assess our brands and their products by: