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Our Standards

We put ingredients first, prioritizing transparency and products that support our community’s health and well-being.

What our community is saying

"Anytime I am questioning if something is toxic or not, the first person and website I think about is GWE. I know the standards are incredibly high and that makes me put full trust into GWE."

– Brianna, Michigan

"I really like how Jamie is different than other non-toxic influencers. She's a lot more responsive and has stricter standards so I feel a lot more comfortable trusting her recommendations."

– Anju, Virginia

"I can trust when Jamie does recommend a product, it is fully vetted by her and she's not simply recommending it because she makes a commission from the sale of the product. This gives me great comfort!"

– Lillian, Texas

"GWE has literally changed my life. This was the first clean living account that wasn't full of paid ads for products that aren't even clean. The honesty and transparency on your page is everything."

– Callie, Virginia

"It feels nice as a busy mom of 2 littles to have someone that can be trusted to 'do the work for me.' I trust all the products GWE recommends because you have proven time and time again that you will not promote bad products for financial gain."

– Kaitlyn, North Carolina

How we vet products

We read the ingredient label

Every product starts with its ingredients. If even one ingredient doesn’t meet our standards, we won’t share it with our community.

We request third-party testing​ results

For supplements, we ask for the Certificate of Analysis (COA), which shows a product’s safety, potency, and quality. If a brand won’t share it, it’s not fit for our platform.

We review with our team

We make sure the recommendation is both useful and helpful to our community.

We talk to the brand

We speak with founders and brands to confirm fit and alignment with our mission and values, beyond the ingredient label.

How our ratings works

Approved

The ingredient meets our standards and we recommend it for products in that category.

Use in Moderation

The ingredient is okay in smaller amounts or for occasional use, but it’s worth understanding potential risks before you buy. This rating can shift depending on the product category.

Avoid

The ingredient doesn’t meet our standards. We share why so you can look for it on labels and swap to an approved product instead.

WHAT MEETS OUR STANDARDS

  • Ingredients chosen for health and safety, with no vague terms or hidden additives.
  • Transparency, including third party testing for supplements.
  • A founder and team who understands their product and its ingredients.
  • Alignment with our mission beyond the ingredient label.

WHAT DOESN'T MEET OUR STANDARDS

  • Any of the hundreds of ingredients on our avoid list, even in trace amounts.
  • Harsh, irritating, hormone-disrupting, or potentially harmful ingredients.
  • Vague ingredients that can hide undisclosed chemicals, like fragrance or natural flavors.
  • Greenwashing or misleading sustainability claims.
Explore the Ingredient Glossary

Our Travel Standards

The same rigorous standards we have for products, now helping you find non-toxic hotels and resorts where you can sleep, breathe, and eat with confidence when you’re away from home.

We verify each stay directly with the property. Standards change and errors happen, so if you spot an issue, let us know.

  1. Synthetic Fragrance Free Lobby + Rooms
  2. Synthetic Fragrance Free Bath Amenities
  3. Air Filtration or Natural Air Flow
  4. Water Filtration
  5. Seasonal or Seed Oil Free Kitchen
  6. Natural Fiber Bedding + Towels
  7. Non-Toxic Cleaning Products
  8. Natural Pool
  9. Refillable or Plastic Free Amenities
  10. Wellness Offerings

HOW STAYS ARE TIERED

GWE Gold Star

Our highest tier. Meets 4+ standards, including no synthetic fragrance in guest rooms, main spaces, or in-room beauty products.

GWE Conscious

A strong non-toxic choice that meets 3 of our standards OR meets 3+ and uses synthetic fragrance in the guest rooms, main spaces, or in-room beauty products.

Where To Go Next

Browse 5,000+ vetted non-toxic products or look up an ingredient in the glossary.

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Open The Glossary