Setting the Stage 


By creating our Savvy Recommendations, those who are seeking to transition products have starting points at their fingertips. How do we decide who to include? 

We carefully navigate through potential brands to include by developing a foundation of our values around four core elements: 

  • Free-Of List
  • Transparency 
  • Full Brand
  • Momentum 
Ultimately, our place is to draw a line with our values and ensure our readers have the right to know what’s in the products they bring into their homes and that those products are safer to use. 

Recommending brands fills a need for our readers, but we don't stop there. It  is not enough to look at the product within the container. We do not exist in a vacuum, and every action impacts our world so looking at how food is grown or developed, what happens to our environment during this process, how packaging interacts with food, the role and responsibility that manufacturers and vendors have, how protective legislation is enacted -- all of these factors and more create our future landscape. Therefore:

  • We engage in on-going discussions with the brands and mutually identify areas of concern in the movement.  
  • We also encourage our readers to raise the bar for their own personal standards.
  • Education is key. This is one reason we offer a spectrum of  community-building support with our chapters, leadership development, as well as free educational tools.  (Isn't this magnificent?!)

Together, we bring another layer of leverage to shift to the new mainstream norm.


1) The Foundation Of Our Values 

We seek to highlight brands that appeal to our audience, provide a range of more affordable options, are accessible to many, and allow for brand relationship to build, while simultaneously reducing exposure to harmful ingredients.  

Free-Of List    We ask brands to pledge that they are “Free-Of” the most problematic and harmful ingredients used in consumer products. For example, chemicals linked to cancer, reproductive and endocrine/system toxins, and mutagens. Some of the chemicals on the list are groups of chemicals (e.g. all parabens, all phthalates). Prohibited ingredients apply to intentionally added ingredients, intentionally used materials, and known incidental ingredients or contaminants in both product formulation and packaging. 

Transparency  Brands must be committed to ingredient transparency.  This means full disclosure of ingredients on product labels and/or websites. Ingredients include fragrances, dyes and preservatives.

Full Brand    Brands included in our Savvy Recommendations meet our values across their full product line under that brand, not just a portion of their line, e.g. 2 out of 5 products. Yes, this limits our ability to create an extensive directory, but it upholds our mission that our readers are our highest priority. 

Momentum  We are working toward the same goal: a healthier, safer home and planet. Through an open dialogue, we can share concerns, collaborate to find solutions, and celebrate success. We seek to celebrate brands who are willing to go above and beyond to find solutions.

Deeper discussions and details are found in our FAQs and in our Brand Criteria.


2) Additional Personal Preferences

Our first filter is one from a safer and healthier ingredient focus, as well as transparency. We understand that concerns don't end there. Each of us will develop personal preferences and use various decision making factors when seeking products. We want you to take this to another level. We want you to develop  your personal preferences. We want you to become Savvy.  And as you do, your actions help raise the bar for brands.

Notice how we highlight categories in our Recommendations. These categories don't rule in -or out- a brand, but allow readers to find their best match, such as personal preferences (nut free, dairy free) to certifications (Made Safe).  

  • 1% For the Planet
  • Animal Welfare Approved
  • B Corp Gives
  • Certified Humane
  • Dairy Free Options
  • Equal Exchange
  • EWG Verified
  • Fair Trade USA
  • Fragrance-Free Options
  • Global Animal Partnership
  • Gluten Free Options
  • Leaping Bunny
  • Made Safe Certified
  • Non-GMO Project Verified
  • Nut Free Options
  • Supports Regeneration Farming 
  • Sustainably Sourced Palm Oil
  • USDA Organic Ingredients
  • Uses 3rd Party Toxicology Tools