During a recent trip to Target, I found myself in the personal care section (as one does), and I couldn’t believe how many “clean” and “ethical” beauty products were on the shelves. From vegan hair dye to organic makeup — it was as if the big-box store had suddenly turned into a responsible marketplace.
“Without specifics or certifications, it was impossible to decipher whether a brand was truly sustainable or simply ‘greenwashing.’”
Yet, upon closer inspection, I noticed a lot of the labels weren’t exactly transparent. While the products were advertised to include “organic ingredients” or boasted “recycled packaging,” there wasn’t much more information than that. Without specifics or certifications, it was impossible to decipher whether a brand was truly sustainable or simply “greenwashing” — a practice in which companies advertise themselves as more environmentally friendly than they actually are.
Part of the problem is that there is no regulatory definition or universally agreed-upon standard for these claims, explains Cara Bondi, VP of Product Development and Regulatory at Ursa Major Skincare, a certified B Corp. “For example, sustainability may mean biodegradability and plant-derived ingredients to one company, but responsibly sourced palm oil and recyclable packaging to another.”
In other words, there are no rules when it comes to vague ingredients, sustainability, and/or ethics claims. Without government regulation, brands can advertise themselves as “nontoxic” or “eco-friendly” based on their own standards; it’s all subjective. And, as Bondi notes, it leaves us wondering if these claims are meaningful at all.
This is where sustainability and ethics certifications from third-party organizations can be helpful.
“Third-party verification is necessary to build trust with customers, but also to build a baseline for the industry,” explains Mike Cangi, Co-Founder of United By Blue, a sustainable outdoor apparel brand and certified B Corp. “There are […] so many components to sustainability and social good that it’s really easy to spin anything and greenwash things […] but third-party verification helps build confidence with the customer.”
“Rather than having to navigate all of the individual definitions of sustainability and ethics, certifications are managed by a neutral third party and hold everything to the same standard,” Bondi adds.
“Certifications can be an extremely helpful starting point, and they can help sift out the most obvious greenwashers.”
While certifications aren’t a fool-proof solution, and they present their own set of challenges — third parties set their own standards, including how they choose to vet and audit brands — certifications can be an extremely helpful starting point, and they can help sift out the most obvious greenwashers.
According to Danielle Jezienicki, Director of Sustainability at Grove Collaborative, a certified B Corp offering natural household and personal care products, “Consumers are becoming increasingly aware of how their choices in products can impact them and the world around them.”
And “in an age where purpose-driven brands are taking center stage in the CPG (consumer packaged goods) industry, […] consumers deserve to be provided with the relevant information that helps them make the healthiest choices for their families and the environment. Certifications are essential to this mission,” says Jezienicki.
“Consumers are becoming increasingly aware of how their choices in products can impact them and the world around them.”
— Danielle Jezienicki, Director of Sustainability, Grove Collaborative
One caveat to keep in mind as you shop for products is that not all sustainable and ethical brands can afford to apply for costly certifications. Some cost upwards of $25k a year and, for small and locally owned brands, this is an impossible expense. At the end of the day, it’s always best to reach out to companies and talk with a human — especially when shopping small. Chat with the business owner and ask about their production methods and where they source their materials for full transparency.
The following list of sustainable labels and certifications is simply a starting point and resource to better understand some of the most prominent certifications out there. If you’re more curious about “organic” labels, read our deep dive on organic certification.
Finally, remember that sustainability is a moving target, and this is true for certifications as well. No label or certification is perfect, and the industry is always evolving. Ultimately, it’s up to us as consumers to learn and hold brands accountable.
8 Sustainability & Ethics Certifications To Know
We’ll be updating this list regularly, and if you’re curious about a specific certification, feel free to drop it in the comments; we’ll do some exploration for you.
1. Certified B Corporation
Our Favorite Brands With This Certification | tentree, Avocado, Sézane, Needed.
The B Corp certification isn’t specific to one industry; rather, it can be acquired by any for-profit entity that also pursues a social mission. The certification is currently recognized in 37 states in the USA and a number of B Lab partners globally.
While B Corp certification relies on self-reportage, and critics note the potential for greenwashing, it is touted as the gold standard among sustainable brands.
“If you want to know that a company is committed to systemic ethics and sustainability — so total impact — B Corp is the gold standard.”
— Cara Bondi, VP of Product Development and Regulatory at Ursa Major
Certification Requirements | The B Corp certification is the only one of its kind to measure a company’s entire social and environmental performance. To become a certified B Corp, brands must apply for and receive a voluntary certification from the B Lab, a nonprofit ensuring companies meet the highest verified, social, and environmental performance, public transparency, and legal accountability.
Benefit Corps must also pay a hefty yearly fee and file an annual report that showcases how their performance benefitted social and environmental goals, according to third-party standards. This report must be made available online for consumers and delivered to shareholders within 120 days following the end of the fiscal year. To check on a company’s status, use the B Corp directory.
2. EWG Verified™
Our Favorite Brands With This Certification | True Botanicals, Well People, Attitude
The Environmental Working Group (EWG) Verified™ certification is solely for personal care, cleaning products, and baby care. The mark ensures a company’s products meet the nonprofit organization’s strict standards for transparency with ingredients and production practices.
Certification Requirements | To use the EWG Verified™ label, a brand must complete an online application and a disclosure agreement, as well as pay a fee “ranging from hundreds of dollars to thousands of dollars per year, based on factors such as company size and stage of development.”
“It’s rare for companies to include allergens and full fragrance disclosures on their packaging so this is a big step towards complete consumer transparency.”
— Danielle Jezienicki, Director of Sustainability at Grove Collaborative
Each individual product then needs to be verified for its ingredients, which must be 100 percent free from contaminants and score a low hazard rating in EWG’s cosmetics database. Personal care products are reviewed against rigorous international standards to ensure they are healthy for humans and the planet. Moreover, a product must disclose all allergens and fragrances.
The EWG verification is then valid for up to three years, which causes some concern among critics — if a product formula changes in that time, consumers won’t know. There have also been ongoing questions about the organization’s funding and fear-mongering tactics.
3. Fairtrade International
Our Favorite Brands With This Certification | Pact, Coyuchi, The Citizenry
Fairtrade International (not to be confused with Fairtrade America, its US branch, or Fair Trade Certified, a separate third-party certification for US-based brands) is a global multi-stakeholder nonprofit that promotes fair wages and working conditions in a wide range of industries, including coffee and textile production. Producers, traders, importer/exporters, and manufacturers are certified through a rigorous audit via FLOCERT, a certification body created by Fairtrade International (since 2008, FLOCERT has been independent). Use of the trademark image is a separate licensing process specific to brands.
In the past, some reports have found fair trade wages and conditions end with farmers and don’t extend to seasonal workers or part-time help. Additionally, critics have noted how fair trade can further unfair power dynamics between western countries and the Global South, as a form of neocolonialism. But in general, the certification is highly esteemed in the conscious consumer community.
Certification Requirements | When a brand applies (and is approved) for the Fairtrade International license, they can use the FAIRTRADE Certification Mark across their products. Eligible companies must meet Fairtrade standards or source products from a Fairtrade-certified supply chain. It should be noted that stakeholders help set these standards, and producers are represented in all relevant committees. License fees and applications then vary depending on the product and where the brand is located.
4. Climate Neutral
Our Favorite Brands With This Certification | Paravel, Reformation, P.F. Candle Co.
Climate Neutral‘s mission is simple: To help brands and companies measure, offset, and reduce their carbon emissions. “For every tonne of greenhouse gas emissions [a brand] causes, [they take] steps to neutralize those emissions,” explains Austin Whitman, CEO of Climate Neutral. “‘Neutralizing’ means spending money to avoid, remove, and reduce emissions.”
By getting certified, companies and brands help to drive millions of dollars into climate change solutions, ultimately decreasing global carbon emissions. A Climate Neutral certification also shows consumers that a company is actively caring for the planet and taking ownership over its carbon production. “Consumers have sway over companies’ decision-making, ” says Whitman. “Choosing where to spend money is also a powerful lever.” Currently, 316 brands are Climate Neutral Certified, and over 1 million tonnes of C02 have been offset.
“By getting certified, companies and brands help to drive millions of dollars into climate change solutions.”
Certification Requirements | As a mission-driven nonprofit organization, Climate Neutral makes certification accessible by offering simple tools and a straightforward certification process. According to the website, “Climate Neutral Certified companies are all held to the same high standard: measure all of last year’s cradle-to-customer emissions, compensate for every tonne, start reducing emissions now, and set longer term reduction targets.” The measuring process only takes a few hours for small brands using the Brand Emissions Estimator. Then it just takes two weeks for a brand to complete and document their purchase of carbon credits (verified by a third party), ultimately becoming neutral.
Climate Neutral is affordable for almost every brand, unlike many other certification processes. “Even small brands find that the costs of certification are a small fraction of their revenues — quite often around 0.4% of revenues,” explains Whitman. Brands must re-certify annually to continue using the Climate Neutral Certified label.
5. Forest Stewardship Council®
Our Favorite Brands With This Certification | MasayaCo, Bearaby, Cariuma
The Forest Stewardship Council® (FSC) is an independent member-led nonprofit working with wood, paper, and other forest products. The FSC Certification “ensures that products come from responsibly managed forests that provide environmental, social and economic benefits.”
While the FSC aims to benefit the environment, some critics argue that the organization has had little impact on tropic deforestation; there have also been accusations of greenwashing. This information is worth keeping in mind as FSC products are generally more expensive.
Certification Requirements | There are two types of FSC Certifications: Forest Management and Chain-of-Custody. For both certs, independent accreditation bodies “verify that all FSC-certified forests conform to the requirements contained within an FSC forest management standard.” Applications and on-site audits are part of the certification process. There are also different labels for FSC, including “100 percent virgin materials”, “mixed from responsible materials”, and “made from recycled materials”. You can see the variations here.
6. GOTS
Our Favorite Brands With This Certification | Pehr, Quince, Birch
Global Organic Textile Standard (GOTS) is the leading certification for organic companies worldwide. It’s most often found on bedding and garment labels. The self-financed nonprofit aims to set a global standard for organic textile and natural fiber production — from responsible harvesting to product distribution (i.e., “from field to fashion”).
“For a company to be certified, it must be at least 95 percent natural organic fibers. Products must not contain formaldehyde, aromatic solvents, GMOs, toxic heavy metals — to name a few.”
There are many rules with the GOTS certification, and for a company to be certified, it must be at least 95 percent natural organic fibers. Products must not contain formaldehyde, aromatic solvents, GMOs, toxic heavy metals — to name a few. The certification also ensures social responsibility and fair labor conditions per the International Labour Organization.
Certification Requirements | The GOTS Certification process is extensive, and it requires on-site annual inspections (conducted by an independent certification body) for the entire production chain — including “operators from post-harvest handling up to garment making, as well as wholesalers (including exporters and importers).” This includes inspection of chemical inputs in dyes and wastewater treatment as well as bookkeeping reviews and interviews with workers. Brands must also pay a certification cost (dependent on company size and location) and an annual fee of €150.
*A note about the GOTS label: “Correct and complete GOTS labelling [should] show the trademark-registered GOTS logo (or the lettering ‘Global Organic Textile Standard’), the GOTS label grade (‘organic’ or ‘made with organic’), details of the certification body and the license number and/or name of the certified entity.”
7. Leaping Bunny Program
Our Favorite Brands With This Certification | cocokind, ILIA, Henry Rose, Blueland
Leaping Bunny is a verified certification used for cosmetic, skincare, or household product brands in the United States and Canada. The Cruelty Free International Leaping Bunny is the same standard on a global scale by the same org. This certification ensures there is no animal testing at any production stage, including at the supplier level.
One critique of this label is that it doesn’t verify parent companies as cruelty-free, though Leaping Bunny does require brands to promise stand-alone operation and separate supply chains. Simply put, a brand may be cruelty-free but owned by a larger company that still conducts animal testing. You can find out if a brand is owned by a parent company (one that may or may not conduct animal testing) in the Leaping Bunny Compassionate Shopping Guide.
Certification Requirements | Leaping Bunny is incredibly selective, requiring regular and independent audits, as well as supply chain monitoring and adherence to a fixed cut-off date policy. There is no registration fee for brands, but there is a licensing fee (dependent on gross sales) to use the logo.
8. PETA
Our Favorite Brands With This Certification | Matt & Nat, OSEA, Juice Beauty
Like Leaping Bunny, the global PETA certification guarantees that a brand does not test on animals at any stage of production. PETA also has a separate animal test-free and vegan certification — meaning an entire product line is free of animal-derived ingredients.
PETA doesn’t conduct audits, annual recertifications, or collect documentation from suppliers, but brands work on an honor system and are responsible for ensuring their suppliers are cruelty-free. PETA also certifies brands owned by non-cruelty-free parent companies, which has raised some concerns among consumers.
Certification Requirements | To use the PETA label, brands must submit a questionnaire and statement of assurance signed by the CEO. There is also a one-time $350 licensing fee, as well as an annual fee based on revenue.
A note about cruelty-free labels: The term “cruelty-free” is unregulated, and cosmetic brands are free to use it without restriction. This is because the FDA sets no legal definition, and so without proper certification, it’s impossible to properly verify the claim. Some brands even go as far as to recreate a bunny logo to throw off consumers, making it even more necessary to understand the accredited labels and certifications. When shopping for cruelty-free products, double-check to ensure the label is actually from a certified entity.
Kayti Christian is Senior Content Strategist at . She has an MFA in Nonfiction Creative Writing and has been featured in TODAY, Shondaland, and The New York Times. She is the creator of Feelings Not Aside, a newsletter for sensitive people, and cohost of the FriedEggs Podcast, a podcast about IVF and infertility.
