How We Score Every Brand
Transparency in what we recommend starts with transparency in how we evaluate. Here is exactly how our scoring works — no black boxes, no mystery algorithms.
Every Brand Gets Two Scores
The left ring measures Ingredient Safety — how clean and safe the product formula is. The right ring measures Independence — who actually owns the company and controls decisions. A brand needs to score well on both to earn our recommendation.
Ingredient Safety Score (1-10)
This score reflects how safe and clean the product's ingredients are. We cross-reference every ingredient against the EWG Skin Deep database, INCI safety data, and third-party certifications like MADE SAFE and EWG Verified.
Exceptional
EWG Verified or equivalent third-party certification. All ingredients individually rated safe with zero concerns. No fragrance, no preservatives of concern, no SLS. These are the gold standard — products you could confidently use on a newborn.
Good
Mostly clean with minor concerns. Might include essential oils that can cause sensitivity in some people, or a single ingredient with limited safety data. Still well above conventional products and safe for daily use by most people.
Mixed
A mix of clean and questionable ingredients. Might use "natural fragrance" (which is a gray area), include some synthetic preservatives, or have one or two ingredients that score poorly in EWG databases. Better than conventional, but not truly clean.
Concerning
Significant concerns. Contains SLS/SLES, synthetic fragrance, or other known irritants. Might market itself as "natural" while including ingredients that are anything but. These products are better avoided, especially for children or sensitive skin.
Avoid
Conventional chemical formulations with multiple harmful or potentially harmful ingredients. Parabens, phthalates, formaldehyde releasers, and synthetic fragrance cocktails. No certifications. These are the products we built this site to help you avoid.
Independence Score (1-10)
This score reflects who actually owns and controls the brand. It's not just about whether a company has been acquired — it's about whether the founder's vision still drives decisions, or whether a corporate board is calling the shots.
Fully Independent
Founder-owned or family-owned with zero outside investment. The people who created the brand still own it outright. No investors to answer to, no board to override them. This is what true independence looks like — Dr. Bronner's, Branch Basics, Force of Nature.
Essentially Independent
Founder-owned with minor angel or friends-and-family investment. The founder retains full control and the investors are along for the ride, not driving strategy. Minor seed funding that hasn't changed the company's direction.
Independent with Capital
Independent but took growth capital (venture capital or private equity). The founder is still in control and the brand direction hasn't noticeably changed. We watch these closely — VC money often leads to an eventual acquisition.
Compromised Independence
Significant institutional investment with board control questions. Multiple funding rounds, the founder may have been diluted, and there are signs the brand is being groomed for acquisition. Still technically independent, but the clock is ticking.
Acquired (Mid-size)
Acquired by a mid-size holding company or private equity firm. The original founder may or may not still be involved. The brand maintains some autonomy but answers to corporate owners whose primary interest is return on investment.
Corporate-Owned
Owned by a major multinational: Unilever, Procter & Gamble, SC Johnson, Colgate-Palmolive, Henkel, or Clorox. These companies own dozens of brands across the spectrum and use "natural" sub-brands as marketing vehicles. The founder is long gone.
What We Actually Research
Our scores aren't guesses. Here are the specific sources and data points we check for every brand we review.
Ingredient Analysis
- EWG Skin Deep database ratings for every ingredient
- INCI names cross-referenced against safety databases
- Full product ingredient lists verified against packaging
- Preservative and fragrance system evaluation
Certifications
- EWG Verified status confirmation
- MADE SAFE certification verification
- B Corp certification and score review
- USDA Organic, NSF, and Leaping Bunny checks
Ownership Research
- SEC filings and corporate records searches
- Crunchbase funding history and investor tracking
- Acquisition press releases and news coverage
- Parent company and subsidiary mapping
Brand Transparency
- Company "About" page claims vs. reality
- Supply chain transparency documentation
- Customer service responsiveness on ingredient questions
- History of formula changes post-acquisition
Frequently Asked Questions
Why do you have TWO scores?
Because ingredients and ownership tell different stories. A product can have a perfect formula but be owned by a company that lobbies against ingredient transparency laws. And a proudly independent brand can still use synthetic fragrance. You deserve to know both — and to decide what matters most to you. Some people prioritize ingredients above all else. Others want to support independent businesses. We give you the data to make your own call.
Can a brand score high on ingredients but low on independence?
Absolutely, and several do. Seventh Generation has genuinely good formulations but scores low on independence because Unilever acquired them in 2016 for $700 million. Similarly, Method has some clean products but is owned by SC Johnson. The ingredients might be fine today, but corporate ownership introduces long-term questions about formula consistency and ingredient transparency.
What about VC-backed brands?
We don't automatically penalize brands for taking venture capital — it's a spectrum. A brand with a small seed round where the founder retains full control scores a 9. A brand with three funding rounds and institutional investors on the board might score a 6-7. We flag VC-backed brands because history shows that venture capital often leads to acquisition. We want you to know the trajectory a brand is on, not just where it is today.
How often do you update scores?
We review every brand at least quarterly and immediately update scores when something significant happens — an acquisition, a reformulation, a new certification, or a new funding round. We also monitor industry news daily for buyout announcements and send alerts to our newsletter subscribers when a brand's status changes.
Can brands pay to be listed?
No. Brands cannot pay for a listing, a review, or a higher score. Period. We do earn affiliate commissions when you purchase through our links, but we clearly disclose those relationships and they have zero influence on our scores. We've given low scores to brands with affiliate programs and high scores to brands without them. Our affiliate disclosure explains this in full detail.