How we decide what gets listed.
“Nontoxic” isn't a legally protected term. Anyone can put it on a label. Our standard is our attempt to make that word mean something again.
Why nontoxic is complicated
Regulation lags decades behind the chemistry industry. A product can legally claim “clean” while containing ingredients flagged by independent researchers as endocrine disruptors or carcinogens at common-use concentrations. Dose, cumulative exposure, and combination effects rarely factor into legal labeling requirements.
So we don't rely on what's legally required. We built our own hard block list from independent research, and we apply it the same way to every brand — big or small, advertiser or not.
“When in doubt, it's out.”
What we always block
Category-specific standards
Skincare & Personal Care
No endocrine disruptors, synthetic fragrance, or petroleum-derived emollients. Full ingredient disclosure required.
Baby & Kids
Stricter thresholds than adult products — zero tolerance for fragrance allergens and preservative releasers.
Clothing & Textiles
GOTS-equivalent fiber sourcing, no formaldehyde finishing, no PFAS water-resistant treatments.
Water Filters
Third-party contaminant testing required, no leaching plastics in the flow path.
Home
No optical brighteners, no synthetic fragrance, no chlorine bleach or ammonia in cleaning formulas.
What we don't claim
- —We don't claim a product is 100% risk-free — we claim it clears our published bar.
- —We don't rank or score brands against each other.
- —We don't accept payment from brands to be listed or to skip review.
- —We don't guarantee every batch matches the formula we last reviewed.