Brandless Standards of Quality

Across all of our product categories, we have focused on Just What Matters for that specific category. This filter is applied to every single category and every single product in our assortment. Our standards of quality are customized to each product and category to be meaningful to what matters to you.

We specifically tell you what’s most important on the front of each package and disclose what we consider the most important attributes — what is in or out of the product. We also put even more attributes on the back of the package so you can easily find and understand the information that is important to you.

In Food & Beverage

Our vast food assortment is entirely non-GMO and over half is certified organic. All of our food is made without any artificial preservatives or flavors.

Non-GMO means not genetically modified. This means that our food comes from organisms that occur in nature and are not engineered in a laboratory. While genetically modified food is allowed in the USA, we think you deserve better. We don’t think you should have to carefully read every label and decipher what it means, so we are telling you up-front, that all of our food products meet this standard. Even our vitamins and supplements are non-GMO, even though they are not subject to this type of regulatory requirement.

As noted, more than half of our products have the USDA certified organic seal on them. Organic products are required to be grown in environmentally friendly ways using only methods approved by the USDA. Toxic or persistent pesticides and other agricultural chemicals are prohibited. There is a focus on renewable resources and the conservation of soil and water to enhance environmental quality.

The USDA certified organic seal assures consumers of the quality and integrity of organic products and that a supplier has undergone and passed an accreditation process under the National Organic Program (NOP). This means that a supplier of certified-organic ingredients is monitored by the USDA-accredited agents to ensure that NOP regulations are followed, which includes having an organic system plan and records that verify compliance with that plan.


Consumers are concerned about questionable ingredients in their beauty products. So are we, which is why we have chosen to eliminate over 400 questionable ingredients from our products and are holding ourselves to a higher standard than what is legally required.

First, we are 100% against animal testing. In addition, we’ve eliminated, not only the most well-known, potential health hazards like parabens, polypropylene, phthalates and sulfates, that aren’t necessary to make our products efficacious and awesome and which may be harmful to peoples’ skin and body.

This includes the following most known ingredients of greatest concern to many consumers:

  • Parabens
  • Polypropylene
  • Phthalates
  • Formaldehyde
  • EDTA (Ethylenediaminetetraacetic Acid)
  • Sodium Lauryl Sulfate and Sodium Laureth Sulfate (SLS and SLES)
  • Triclosan and Triclocarban

Household Cleaners

Our household cleaning products offer you a safer alternative to conventional cleaning products without sacrificing performance and adhere to the Safer-Choice Standards set by the U.S. Environmental Protection Agency (EPA). The Safer Choice Program is a certification program administered by the EPA that evaluates the ingredients in a product’s formulation (using EPA research and analytical methods) to ensure that Safer Choice labeled products contain only the safest possible ingredients. This means that they only contain ingredients on the Safer Chemical Ingredients List (SCIL), which have been pre-approved by the EPA as “CleanGredients. ”

Accordingly, our cleaning products meet the Safer Choice Standard and come with the Safer Choice label. Per the EPA, “Finding cleaning and other products that are safer for you, your family, and the environment should be easy--that’s why we developed our new Safer Choice Label. We all play a role in protecting our families’ health and the environment. Products with the Safer Choice Label help consumers….identify products with safer chemical ingredients, without sacrificing quality or performance.”

For more information about the EPA’s Safer Choice Standard and the Criteria for Safer Chemical Ingredients visit:the EPA Safer Choice site here.

Home & Office

Our stationery paper products are certified to standards set by the Forest Stewardship Council (FSC), which is an international non-profit organization dedicated to promoting responsible forestry. This means that forest owners are independently verified to ensure that they meet the highest environmental and social standards. Forests that meet FSC’s strict standards are given the FSC certification and the timber is allowed to carry the FSC label. For more information about FSC and its standards, visit:

Feminine Hygiene

Our tampons are made from hypoallergenic certified organic cotton without the use of any chlorine, rayon, fragrance, or dyes. Similarly, the top sheet in our pads is made of 100% certified organic cotton, free from any chlorine, rayon, fragrances or dyes.

Why does this matter? Many commercial brands use chlorine bleach and other ingredients in their tampons and pads to get an ultra-white “clean” look. These chemicals, however, can create toxic dioxin and other disinfection by-products (DBPs) such as trihalomethane, which have been linked to negative health effects and other health risks.

Household Paper

Our napkins, bath tissue, and facial tissue are USDA Certified Biobased products under the USDA’S BioPreferred® Program. This program is a USDA-led initiative that aims to assist in the development and expansion of markets for products derived from plants and other renewable agricultural, marine and forestry materials (an alternative to conventional petroleum derived products). USDA Certified Biobased Products are strictly monitored by the USDA, and the product label attached assures you that our products contain a USDA-verified amount of renewable biological ingredients required by the USDA. One of the benefits of using these products is that they decrease our use of non-renewable resources such as petroleum. To learn more information on the USDA’s BioPreferred Program Click Here

In addition, all our disposable paper plates, cups, lids and cutlery are certified by the Biodegradable Products Institute (BPI). BPI is a not-for-profit association that promotes the use of biodegradable and compostable materials. In order to be BPI certified, products must meet scientifically based standards and demonstrate (via scientifically proven techniques) that they are completely biodegradable in approved composting facilities (e.g. municipal or commercial facilities). For more information visit