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Crunchi

Crunchi

Evaluation Completed: 
December 5, 2025
Bathroom
Adults

Crunchi has a good approach to ingredient safety. We like their focus on this important issue and the fact that they have broadly adopted the use of a leading certification in the form of EWG Verified. We also appreciate their efforts to minimize plastic in their packaging and use some organic ingredients. But for a company who emphasizes sustainability in their mission, we found a surprising lack of attention on environmental impact and people benefits during our research. And while it’s not unusual to find a clean beauty company prioritizing ingredient safety, Crunchi performed poorly on all of the other issues included in our evaluation. We hope the company will build on their great ingredient safety efforts moving forward.

Hilde Status:

Avoid

Consider

Recommended

We try to avoid purchasing or using products made by this company or their brands in our homes.
We may decide to purchase or use products made by this company or their brands in our homes when other options are not accessible.
We regularly try to purchase and use products made by this company or their brands in our homes.
Hilde Ratings
Topic
Rating
Ingredient Safety
Environmental impact
People Benefits
Accountability
Hilde Approved Certifications
EWG Verified
Hilde Likes

Comprehensive approach to ingredient safety

Mission alignment with sustainability

Reducing contamination in products

Selecting lower impact raw materials

Systems change through advocacy

‍

Verified ingredient safety efforts

Opportunities for Improvement

Setting packaging sustainability targets

Linking incentives & sustainability performance

Crafting a strong Supplier Code of Conduct

Increasing supply chain transparency

Launching a responsible sourcing program

Launching climate protection efforts

Providing public disclosure and reporting

Filling gaps on people impacts

Launching efforts to protect biodiversity

Additional Information
Parent Company:
Society Brands
Owned Brands:
None
Product Types:
Skincare, makeup, cosmetics, sunscreen, body care

Evaluation Summary

Company Insights

Category Description

Our ingredient safety evaluation criteria are designed to help us determine how a company measures, manages, and discloses, the use of chemicals of concern that may be present in raw materials, ingredients, manufacturing processes, and finished products.

Foundational Gaps

The company does not meet sufficient baseline criteria for this category and has many opportunities for improvement.

Solid Baseline

The company meets most of our basic criteria and sometimes demonstrates a deeper commitment than other companies on issues in this category.

Strong Performance:

The company appears to be a top performer in this evaluation category and exhibits leadership on one or more of the issues we evaluate.

Foundational Gaps

The company does not meet sufficient baseline criteria for this category and has many opportunities for improvement.

Solid Baseline

The company meets most of our basic criteria and sometimes demonstrates a deeper commitment than other companies on issues in this category.

Strong Performance:

The company appears to be a top performer in this evaluation category and exhibits leadership on one or more of the issues we evaluate.

Criteria included in this category include but are not limited to goals, policies, practices and outcomes for the following topics:

Product & Packaging Circularity
Climate Protection, Biodiversity Protection
Goals & Metrics
Impact Reduction
High Quality Certifications
Other Topics
Ranking: Top 25%

Company ranks in the top 25% of companies currently rated by Hilde in the

Personal Care

industry

Ranking: Bottom 25%

Company ranks in the bottom 25% of companies currently rated by Hilde in the

Personal Care

industry

Hilde Likes

Selecting lower impact raw materials

This brand is starting to consider how raw materials affect the environmental footprint of their products and make better decisions

Opportunities for Improvement

Launching climate protection efforts

We would like to see this company take credible actions to measure, reduce, and report on their greenhouse gas emissions

Launching efforts to protect biodiversity

We would like to see this company take steps to understand and mitigate the impacts their operations, supply chain, or products have on biodiversity, nature, and ecosystems and communicate about them publicly

Setting packaging sustainability targets

We think this company should start to set time-bound goals for reducing the environmental impacts of their packaging and publicly report on their progress towards them

Category Description

Our ingredient safety evaluation criteria are designed to help us determine how a company measures, manages, and discloses, the use of chemicals of concern that may be present in raw materials, ingredients, manufacturing processes, and finished products.

Foundational Gaps

The company does not meet sufficient baseline criteria for this category and has many opportunities for improvement.

Solid Baseline

The company meets most of our basic criteria and sometimes demonstrates a deeper commitment than other companies on issues in this category.

Strong Performance:

The company appears to be a top performer in this evaluation category and exhibits leadership on one or more of the issues we evaluate.

Foundational Gaps

The company does not meet sufficient baseline criteria for this category and has many opportunities for improvement.

Solid Baseline

The company meets most of our basic criteria and sometimes demonstrates a deeper commitment than other companies on issues in this category.

Strong Performance:

The company appears to be a top performer in this evaluation category and exhibits leadership on one or more of the issues we evaluate.

Criteria included in this category include but are not limited to goals, policies, practices and outcomes for the following topics:

Responsible Sourcing
Living Wages
Paid Maternity Leave
Supply Chain Transparency
High Quality Certifications
Other Topics
Ranking: Top 25%

Company ranks in the top 25% of companies currently rated by Hilde in the

Personal Care

industry

Ranking: Bottom 25%

Company ranks in the bottom 25% of companies currently rated by Hilde in the

Personal Care

industry

Hilde Likes
None Identified
Opportunities for Improvement

Crafting a strong Supplier Code of Conduct

We think this company should craft or revise their existing code of conduct to align with recognized international standards

Increasing supply chain transparency

We believe this company could be providing better transparency about where they source raw materials and where their products are manufactured

Launching a responsible sourcing program

We would like this company to launch a responsible sourcing program that includes an internal policy, defines higher-risk raw materials, and their process for mitigating impacts to people & the planet

Filling gaps on people impacts

We believe this company should put credible efforts in place to ensure that their employees are treated fairly, that human rights are protected for people in their supply chain, raw materials are sourced responsibly, and publicly share info about their work

Category Description

Our ingredient safety evaluation criteria are designed to help us determine how a company measures, manages, and discloses, the use of chemicals of concern that may be present in raw materials, ingredients, manufacturing processes, and finished products.

Foundational Gaps

The company does not meet sufficient baseline criteria for this category and has many opportunities for improvement.

Solid Baseline

The company meets most of our basic criteria and sometimes demonstrates a deeper commitment than other companies on issues in this category.

Strong Performance:

The company appears to be a top performer in this evaluation category and exhibits leadership on one or more of the issues we evaluate.

Foundational Gaps

The company does not meet sufficient baseline criteria for this category and has many opportunities for improvement.

Solid Baseline

The company meets most of our basic criteria and sometimes demonstrates a deeper commitment than other companies on issues in this category.

Strong Performance:

The company appears to be a top performer in this evaluation category and exhibits leadership on one or more of the issues we evaluate.

Criteria included in this category include but are not limited to goals, policies, practices and outcomes for the following topics:

Mission Integration
Advocacy
Public Reporting & Disclosure
Performance Incentives
Ethical AI
High Quality Certifications
Ranking: Top 25%

Company ranks in the top 25% of companies currently rated by Hilde in the

Personal Care

industry

Ranking: Bottom 25%

Company ranks in the bottom 25% of companies currently rated by Hilde in the

Personal Care

industry

Hilde Likes

Systems change through advocacy

‍

This company appears to be setting a leadership example for public policy advocacy on ingredient safety and sustainability issues at the state or federal level.

‍

Mission alignment with sustainability

We appreciate that this company has included safety and sustainability as part of their mission

Opportunities for Improvement

Linking incentives & sustainability performance

We think this company should link incentives for key internal stakeholders to performance on sustainability goals and share those metrics publicly to help drive action on these issues

Providing public disclosure and reporting

We think this company should start publishing regular annual reports on sustainability or ESG topics for consumers or other stakeholders and maintain a publicly available archive of past reports

Category Description

Our ingredient safety evaluation criteria are designed to help us determine how a company measures, manages, and discloses, the use of chemicals of concern that may be present in raw materials, ingredients, manufacturing processes, and finished products.

Foundational Gaps

The company does not meet sufficient baseline criteria for this category and has many opportunities for improvement.

Solid Baseline

The company meets most of our basic criteria and sometimes demonstrates a deeper commitment than other companies on issues in this category.

Strong Performance:

The company appears to be a top performer in this evaluation category and exhibits leadership on one or more of the issues we evaluate.

Real people (not AI) do our evaluations. If you think you see something we missed, please contact us. You can read more about our company evaluation methods and check some of the limitations of our evaluations. The content on this site, including for example the evaluations and ratings, are for informational purposes and represent solely the opinions of Hilde. They do not represent endorsements or investment advice. Hilde makes no promises regarding the content of its site, including without limitation its accuracy, quality, completeness, and timeliness. Accordingly, Hilde is not liable for any loss or damage that might arise from reliance on the content of the site. For more information, visit our Terms of use.

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