Ajax
Ajax is owned by the company Colgate-Palmolive. Hilde evaluates parent companies rather than individual brands. You can read more about why we think this approach is more helpful for consumers on our blog.
Like some of the other multinational companies we’ve evaluated, Colgate-Palmolive presents a bit of a challenge. The company has a large number of brands and some of those brands have been acquired over time. Some of those brands may go a bit further when it comes to ingredient safety & sustainability. For example, Tom’s of Maine is a B-Corp. But the majority of brands owned by this company are not and are ultimately subject to the overarching policies and practices dictated by the company that owns them. And in this case, there are some foundational gaps when it comes to the issues we evaluate for parent companies like Colgate-Palmolive.