Ingredient Safety + Brand Independence

Clean Products from Brands You Can Actually Trust

Every product gets two scores: one for ingredient safety, one for brand independence. Because "natural" on the label doesn't mean much when Unilever is writing the check.

Explore The List How We Score

Why We Exist

Most "clean product" sites only look at ingredients. We go further.

We Check the Ingredients

Every product is scored 1-10 on ingredient safety. We cross-reference EWG ratings, INCI databases, and third-party certifications. No shortcuts, no "proprietary blends" that hide the bad stuff.

We Follow the Money

Who actually owns this brand? Is it the founder in their garage, or is it Procter & Gamble with a clever marketing campaign? We dig into SEC filings, Crunchbase, and acquisition records so you don't have to.

We Name Names

Mrs. Meyer's is SC Johnson. Native is P&G. SheaMoisture is Unilever. These companies spend millions making you think you're buying independent. We're here to set the record straight.

Top Rated

Brands That Earned Both Scores

These brands score highest on both ingredient safety and independence. No corporate parent companies. No questionable ingredients. Just honest products.

View All Brands

Browse by Category

Every category, every brand — scored and sorted so you can shop with confidence.

Cleaning

Non-toxic sprays, concentrates, and laundry detergents from brands nobody owns but their founders.

10 Trusted Brands

Deodorant

Aluminum-free deodorants that actually work — and aren't secretly owned by P&G.

5 Trusted Brands

Shampoo

Sulfate-free, silicone-free shampoos from founder-owned brands. Not Unilever subsidiaries.

10 Trusted Brands

Body Wash

Clean liquid body washes from independently owned companies. Gentle on skin and conscience.

4 Trusted Brands

The Truth

Think Your Favorite Brand Is Independent? Think Again.

Hover or tap to see who really profits when you buy these "natural" brands.

Who Really Owns

Mrs. Meyer's

Tap to reveal
Actually owned by

SC Johnson

since 2008 Read the full story
Who Really Owns

Native

Tap to reveal
Actually owned by

Procter & Gamble

since 2017 Read the full story
Who Really Owns

SheaMoisture

Tap to reveal
Actually owned by

Unilever

since 2017 Read the full story
See All Ownership Research

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How It Works

Three steps. Zero guesswork.

1

We Research

Deep-dive into every ingredient list, every certification claim, every corporate filing. We read the fine print so you never have to.

2

We Score

Two transparent scores: Ingredient Safety and Independence. No mystery algorithms. No pay-to-play. Just honest numbers based on real data.

3

We Recommend

Only brands that score high on both measures make our list. Clean ingredients from a corporate subsidiary doesn't cut it here.