Methodology
How We Score Every Brand
Transparency in what we recommend starts with transparency in how we evaluate. Here is exactly how our scoring works. There are no black boxes or mystery algorithms.
Two measurements
Every review has two distinct parts
9/10
The number is our Ingredient Score for the disclosed formula reviewed.
Ownership is a separate, evidence-based status showing whether the brand is independent, venture-backed, or acquired.
Keeping them separate prevents a company-level fact from being mistaken for a product-safety measurement.
The product
Ingredient Safety Score (1-10)
This score applies to the disclosed formula reviewed, not automatically to every product sold by a brand. We cross-reference listed ingredients against our ingredient database and cited primary or authoritative sources. Formula, variant, country, and review date matter.
- 9-10
Exceptional
The reviewed formula has strong supporting evidence and no listed ingredient currently flagged by our rubric. Certification can strengthen the evidence, but it does not replace checking the exact formula or individual sensitivities.
- 7-8
Good
The reviewed formula has limited concerns under our rubric, such as a potential sensitizer or an ingredient with incomplete evidence. Readers should review the cited context and their own needs.
- 5-6
Mixed
The reviewed formula contains a mix of lower-concern ingredients and ingredients that our rubric flags for uncertainty or concern. Undisclosed fragrance and limited formula detail can also reduce confidence.
- 3-4
Concerning
The reviewed formula contains multiple or material concerns under our rubric. This rating identifies evidence to examine; it is not a medical diagnosis or a statement of real-world exposure for every user.
- 1-2
Avoid
The reviewed formula has the greatest number or severity of concerns under our rubric, or lacks enough transparency for a higher score. See the ingredient notes and sources for the specific basis.
The company
Ownership Status
Ownership is a documented classification, not a safety score. We report the current owner, material outside capital when supported, and relevant acquisition history without blending those facts into the ingredient score.
Some older roundups and ordering logic still use a legacy 1–10 independence field. That historical field was not recalculated or removed in this release and must not be read as a product-safety score. The dated ownership status on the current brand record is the controlling factual assessment; changing the legacy ranking methodology requires a separate editorial review.
Independent
Available evidence supports founder, family, employee, or other independent ownership with no identified controlling corporate parent. The review names the owner and cites the supporting record.
VC-backed
The brand has disclosed or documented venture or institutional investment but no identified acquisition. Funding does not prove loss of founder control, so the review states what the available sources do and do not establish.
Acquired
A primary or reputable source documents that another company holds a controlling stake or owns the brand. We distinguish a completed acquisition from an announcement and record the date and acquiring company where available.
The evidence
What We Actually Research
Each review should show the sources available for readers to inspect. The evidence used depends on the claim and the exact product or brand being reviewed.
Ingredient Analysis
- Exact disclosed ingredient list and product or variant when available
- INCI names cross-referenced against authoritative databases
- Current label or manufacturer disclosure, with review date
- Preservative, fragrance, and disclosure limitations
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 claims checked against primary records where available
- Supply-chain or formula disclosures relevant to the review
- Known gaps, conflicting evidence, and unresolved questions
- Documented formula or ownership changes
Questions
Frequently Asked Questions
Why separate ingredients from ownership?
They answer different questions at different levels. The ingredient score applies to the disclosed formula reviewed; ownership status applies to the company. We present both so readers can decide what matters without implying that corporate structure is a medical or product-safety measurement.
Can a formula score well when its brand is acquired?
Yes. Ingredient evidence and ownership evidence are evaluated separately. An acquisition does not by itself change a formula, and a formula score does not establish that a brand is independent.
What about VC-backed brands?
We label documented venture backing without treating it as proof of acquisition or a change in product quality. When control is unclear, the review should say so instead of inferring it from funding alone.
When was a review checked?
Each review displays its factual review date. Formulas, ownership, certifications, recalls, and legal matters can change, so readers should use that date and the cited sources to judge freshness. We prioritize corrections and material changes; our editorial standards explain how to report one.
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.