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our promise ATTITUDE. eco lab work


Better products for a better tomorrow.

Our mission is to inspire families to live healthier, more sustainable lives, with high-quality personal care and household products that are better for the body and our planet.

our promise - better ingredients for a better future discussion

Better ingredients

Curious about what’s in our products? At ATTITUDE, we are committed to giving you the tools to live consciously by using only natural ingredients. All of our household and personal care products are created with materials that have the least impact possible on you, your family and the environment — from development to down-the-drain.

All of our suppliers must also provide certifications to prove their products are free of ingredients of concern, according to international scientific databases like Environmental Working Group’s (EWG).

Security and peace of mind. Always.

We thoroughly analyze every ingredient and by-product before they make it into our bottles. And because we know you’re as curious as we are, we are fully transparent with our development criteria and process.

our process at the ATTITUDE labs

Our process

ATTITUDE products are a reflection of our real lives — not research and market studies. We think if our family needs something, so will yours.

Being vertically integrated and privately owned, we control the entire production process, from material sourcing to manufacturing to marketing. Constantly inspired to innovate and improve, an idea can go from our brains to a bottle at the speed of an epiphany.

Having an in-house lab is unusual, if not unique, for a personal care company. It has turned our team of scientists into industry experts and gives us complete control over ingredients, process and quality. This ensures we always adhere to our worry-free promises, development criteria and certifications — meaning you never have to wonder about industrial impurities or ingredients of concern.

How do we guarantee the quality of our ingredients?


We explored the planet to discover natural ingredients from plant- and mineral-based sources.

Free of Ingredients of Concern*

We monitor developments in scientific databases (California Proposition 65, International Agency for Research on Cancer, CMR Substances) to ensure our products are free of ingredients of concern according to EWG and their EWG VERIFIED™ program.


All our products are developed using ingredients with little or no allergens as defined by the European Commission's (less than 0.01 percent by weight). Our ingredients are dermatologically tested in independent labs to ensure that they're hypoallergenic and non-irritating. They pass the Human Repeat Insult Patch Test (HRIPT) and are as gentle as possible on sensitive skin.


ATTITUDE bottles are made with HDPE #2 plastic — the easiest to recycle and give a second life.


Our products and ingredients meet biodegradability, aqua toxicity, renewable supply and end-of-life environmental criteria. All our products are ECOLOGO® certified.

Made in Canada

Created at our facility in Montreal, all of our products surpass Canadian quality and safety standards.

Raise the bar

Our mission

Raising the standard with the best home & beauty care products for all.

High-performance, clean ingredients, less plastic, more trees.

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