Attitude
Quick verdict: Attitude is the answer to a question a lot of readers actually have, which is how to stop worrying about ingredients without spending triple. It’s a Montreal company that has quietly built one of the largest catalogs of EWG Verified products anywhere, across skincare, sun care, deodorant, baby, and cleaning, and it prices them at roughly what the conventional version costs. It’s also still owned outright by the two people who started it. The formulas are competent rather than remarkable, and that’s the whole trade. Our rating: 4.5 out of 5.
Who they are
Jean-François Bernier and Benoît Lord started Attitude in Montreal in 2006, back when “clean” was not yet a shelf in the supermarket. The pitch then was the pitch now: household and personal care made from plant- and mineral-derived ingredients that work as well as the synthetic stuff, sold at a price that doesn’t punish you for caring.
The part that matters more than the origin story is the ownership. They took no outside investment and still hold 100% of the company, which in a category where nearly every successful clean brand gets bought by a conglomerate within a decade, is rare enough to matter. They also manufacture in their own facility in Quebec rather than outsourcing, which is why they can turn a verified formula around cheaply.
What they get right
- The verification is real, and there’s a lot of it. Much of the range carries EWG Verified, which is a stricter bar than “clean” marketing: it requires full ingredient disclosure, bans a long restricted list, and gets reviewed rather than self-declared.
- B Corp certification covers the operations side, so the claim isn’t only about what’s in the bottle.
- Short ingredient lists. You can read one without a chemistry degree, and there’s no “fragrance” hiding a dozen undisclosed inputs.
- Properly fragrance-free options, which is rarer than it should be and matters enormously for reactive skin.
- The price. This is the whole point. A family can move deodorant, sunscreen, shampoo, and laundry across in one order without it being a financial decision.
Where they fall short
The formulas are functional, not luxurious. The deodorant holds up through a normal day and gets average on the sweatiest ones. The shampoo cleans without feeling like a salon product. The sunscreen rubs in fine but won’t beat the specialists on cosmetic finish. If you want a product that feels like a treat, this isn’t it.
There’s also a breadth problem hiding inside the strength. Because the catalog is enormous, not every product in it is EWG Verified, and the packaging doesn’t always make the distinction obvious. Check the specific item rather than assuming the whole shelf qualifies.
What they sell and what it costs
Deodorant, shampoo and conditioner, body wash, mineral sunscreen, face care, baby and kids, plus a full household cleaning and laundry range. Most personal care sits in the $10 to $15 band and the cleaning products lower, which puts the line at or just above conventional supermarket pricing rather than at a clean-beauty premium.
Who it’s actually for
Anyone replacing a whole household’s worth of products at once, especially with kids in the house. If you’ve been putting off the switch because doing it properly looked like it would cost hundreds, this is the brand that makes the math work. If you’re buying one hero product and want it to feel special, buy elsewhere and come back here for the everyday stuff.
Deals and discounts
No affiliate program is live with Attitude yet, so there’s nothing to offer and no link here that pays us. If that changes, this section gets the code and the disclosure that goes with it.
Related reading
Attitude turns up in more of our guides than any other brand, which is its own kind of endorsement:
- 8 Natural Deodorants That Survive a Full Day
- Non-Toxic Laundry Detergent: 8 Vetted Picks
- 9 Non-Toxic Skincare Brands We’d Actually Buy
- Reef-Safe Sunscreen: 7 Mineral Picks That Rub In
- Clean Shampoo and Conditioner: 6 Brands That Work
Frequently asked questions
Is Attitude actually EWG Verified?
Much of the range is, but not all of it, and that distinction is worth checking on the specific product page rather than assuming. EWG Verified means full ingredient disclosure and compliance with EWG’s restricted list, reviewed by them rather than claimed by the brand. It’s one of the few marks in personal care that carries real weight.
Who owns Attitude?
Still the founders. Jean-François Bernier and Benoît Lord started it in Montreal in 2006 and kept 100% ownership rather than taking investment, and the company manufactures in its own Quebec facility. In a category where the usual ending is an acquisition by a multinational, that’s the most interesting thing about them.
Is Attitude good for sensitive skin?
It’s one of the better mainstream options, because the fragrance-free lines are properly fragrance-free rather than masked, and the ingredient lists are short enough to scan for your own triggers. The baby range is the gentlest starting point if you react to most things.
Why is Attitude so much cheaper than other clean brands?
Two reasons, and neither is a shortcut on ingredients. They own their factory instead of paying a contract manufacturer, and they sell at volume across a very wide catalog. The saving comes out of the supply chain rather than the formula.