Good.clean.goop is owned by the company Goop. 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.

Goop was one of our most surprising company evaluations to date. Our research found only  a few sentences about the ingredient safety and sustainability commitments of the brand. (Note: goop has a personal care brand called good.clean.goop that provides slightly more information about their safety standards.) Goop makes their own products and sells other brands across a number of product categories. Our ratings are for their products specifically, not products made by other companies that they may sell. As a retailer, we encourage them to establish standards for companies they choose to sell as well.