Why We Rate Brands the Way We Do
Every brand in this directory has been independently evaluated. Here is exactly what we look at and why it matters.
The word “sustainable” appears on thousands of product pages. It means nothing on its own. A brand can call itself eco-friendly, plant its logo next to a leaf, and still ship you a product wrapped in layers of plastic with no clear end-of-life plan.
We built this rating system because we wanted a way to cut through that noise, for ourselves and for you. Every brand in this directory has gone through the same evaluation, using the same criteria, in the same order. No brand pays to be featured. No rating is adjusted for a sponsorship.
Here is what we actually look at.
Step one: the plastic tier
Before we score anything else, every brand gets assigned to one of four plastic tiers. This is the headline rating. It tells you what kind of plastic impact the product actually has.
Plastic-Free
No plastic in the product itself. No plastic in the primary packaging. Both have to be confirmed through a third-party certification database or independent source. We do not rely solely on what a brand says about itself. This is the highest tier, and it is harder to earn than most brands want you to think.
Bioplastics, “compostable” plastics, and water-soluble films do not qualify. See the materials section below for why.
Reusable / Durable
Built to last years and designed to replace something disposable. The primary material is non-plastic: stainless steel, glass, ceramic, silicone, or natural rubber. Small plastic components like seals or pumps are acceptable when the product itself eliminates single-use plastic from your routine.
Refillable
A real refill system where the container stays and only the contents are replaced. The container can contain plastic. What matters is that you are not throwing it away. We confirm the refill is actually available to buy, not a discontinued pilot program.
Recycled Plastic
Made from reclaimed plastic (rPET, recycled nylon, or recycled polyester), which diverts material from landfill. This tier is honest about one important fact: recycled plastic still sheds microplastics during washing and use. We flag this clearly in every brand review rather than pretending it does not happen.
Step two: scoring what really matters
Once we assign a tier, we score every brand across four pillars. Each pillar gets a 0–100 score and a written explanation. The four scores together make up the full brand rating.
Plastic Impact
How much plastic does this brand actually remove from your life? We look at the product, the packaging, and the shipping box, because a plastic-free bottle shipped in a plastic mailer is not the full picture. We also look at end-of-life: what happens when the product is done?
Zero plastic across product, packaging, and shipping. A verified take-back or composting program. Products designed to be used indefinitely or infinitely refilled.
Materials & Toxicity
What is the product actually made of, and is it safe to use in your home? This pillar looks beyond the materials list to ask who verified it. A brand saying its product is “non-toxic” is not a credential. A MADE SAFE certification or EPA Safer Choice designation is.
Third-party safety certifications from recognized bodies (MADE SAFE, EWG Verified, GOTS, EPA Safer Choice), plus a transparent, publicly accessible ingredient or material list.
Operations & Climate
Sustainability is not just about the product in your hand. How a company operates, including where it manufactures, how it powers its facilities, and what it does about its carbon footprint, matters. We look for transparency here, not just good intentions.
Independently verified carbon-neutral certification, disclosed supply chain, science-based emissions reduction targets, and documented use of renewable energy, not just offsets.
Ethics & Transparency
Are the people making these products treated fairly? Is the company honest about how it operates? This pillar looks at labor practices, named suppliers, and whether the brand backs its values with verifiable commitments, not just a mission statement.
Verified third-party labor or ethics certification (B Corp, Fair Trade, SA8000, Fair Labor Association), publicly named manufacturing partners, and regular impact reporting with actual data, not just stories.
Plastics that hide in plain sight
Greenwashing often lives in the materials list. These are the ones we specifically watch for, either because they are plastics disguised by other names, or because they are commonly misunderstood.
Bioplastics (PLA, PHA, PBAT)
Plant-derived but still synthetic polymers. They require industrial composting facilities most people don’t have access to. We do not count them as plastic-free.
PU vegan leather
Polyurethane, a plastic. The “vegan” label refers to animal welfare, not environmental impact. It does not make the material plastic-free.
Spandex / elastane / Lycra
Polyurethane-based synthetic fibers. They shed microplastics every time they are washed or worn against friction.
Bamboo viscose / bamboo rayon
The bamboo plant is fast-growing and low-impact. The fiber requires intensive chemical processing, and its eco-reputation does not transfer to this material.
Melamine resin
A plastic binder used in products marketed as bamboo or wheat straw. The plant fiber is a minor ingredient. The product is mostly melamine by composition.
PVOH / PVA film
Marketed as water-soluble and therefore “plastic-free.” The polymer dissolves in water but persists in the environment. It does not qualify as plastic-free.
Nylon / polyamide
A synthetic plastic fiber and one of the heavier microplastic shedders. Often used in activewear, swimwear, and personal care products.
PTFE / Teflon / PFAS coatings
Forever chemicals used in nonstick cookware and water-resistant fabrics. They do not break down in the environment or the human body. We flag these prominently.
One note worth making: silicone is not a plastic. It is a silicon-oxygen polymer derived from silica (sand), not petroleum. Products made primarily from silicone can qualify for our Plastic-Free tier.
What our ratings are not
The brand directory and ratings pages do not earn money from brand placements. No brand pays to be listed, ranked higher, or rated more favorably. Ratings are never adjusted for a partnership or sponsorship.
Blog articles, buying guides, and product roundups elsewhere on this site may contain affiliate links. When we earn a commission from a purchase, that is disclosed clearly at the top of that content. It never influences what is recommended or how it is described.
Our ratings are also not permanent. Brands change. They get acquired, lose certifications, and launch new products with different materials. We re-evaluate whenever something significant changes, and we note the date every rating was last reviewed.
We are not perfect. A brand we rated positively last year may have changed. A brand we have not yet reviewed may deserve to be here. If you spot something we got wrong, we want to know.
