Puracy
Evaluation Completed:
June 15, 2026
Adults
Personal Care
Babies
Evaluation Summary
Company Insights
We didn’t really start off on the right foot with Puracy. One of the first things we check when doing research for our company evaluations and ratings is ownership. Puracy is owned by a global investment company called Branded Group. But when we looked at Puracy’s About page on their website, it proudly announces: “Our small, family-owned company…”. Unfortunately, things didn’t improve much from there in terms of building trust or credibility on the issues that matter to us. On the plus side, the company does appear to recognize that ingredient safety matters to our health. But we weren’t impressed by their stated approach to safety and a lack of trustworthy external certifications didn’t help. And we appreciate that some of their products offer refill pouches, which helps cut down on packaging waste. But nearly all products appear to use virgin plastic for their primary packaging, one of the cheapest but least sustainable options available. Overall, there wasn’t much in terms of substantiation, reporting, or data provided by Puracy for us to base our evaluation on. As such, the company doesn’t rate well. We think there are many other options for families that are worth inviting into our homes.
Ingredient Safety
Foundational Gaps
Solid Baseline
Strong Performance
Hilde Likes
Identifies some chemicals of concern
This company appears to recognize that some toxic chemicals may be used in the kinds of products they make and should be restricted or eliminated
Opportunities for Improvement
Crafting a comprehensive chemicals policy
We think this company should create and publicly share a comprehensive and precautionary chemicals policy, ingredient safety standard, or similar
Moving beyond basic restrictions
We would like to see this company adopt and disclose a more comprehensive approach to ingredient safety by moving beyond basic “free-from” claims for problematic ingredients and chemicals
Verification of ingredient safety efforts
We think this company should start using or expand the use of high-quality certifications that help verify their claims related to ingredient safety
Category Definition
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.
Environmental Impact
Foundational Gaps
Solid Baseline
Strong Performance
Hilde Likes
Taking steps to reduce packaging impacts
This company is taking some good initial steps to reduce the environmental impacts of their packaging like using post-consumer recycled raw materials, offering refills, or other relevant efforts
Opportunities for Improvement
Accelerate progress on packaging waste reduction
While we appreciate the initial progress, we think this company needs to take more aggressive action to reduce the potential environmental impacts associated with packaging waste
Additional disclosure needed on environmental efforts
We would appreciate more information from this company including metrics and data on their environmental impact reduction efforts to enhance our evaluation of their policies, practices, and impacts
Committing to a science-based climate goal
We would love to see this company build on their existing climate efforts by publicly adopting a greenhouse gas emissions reduction goal aligned with a science-based approach
Increasing use of lower-impact raw materials
We would like to see this company increase their use of certified (e.g. USDA Organic) raw materials and ingredients
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 & ecosystems
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 a circularity goal and metrics
We would like to see this company elevate their product or packaging circularity efforts by setting a credible goal for their circularity efforts and measuring and reporting on their progress over time
Category Definition
Our environmental impact reduction evaluation criteria are designed to help us determine how a company measures, manages, and discloses information about the impacts that their operations, products, and supply chain may have on our air, land, water, and ecosystems.
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.
Worker Fairness
Foundational Gaps
Solid Baseline
Strong Performance
Hilde Likes
None Identified
Opportunities for Improvement
Ensuring that workers are treated fairly
We would like to see this company take steps to ensure the people that work for them or are employed by companies in their supply chain are treated fairly or disclose the steps they are taking if already doing so
Additional disclosure needed on worker fairness efforts
We would appreciate more information from this company including metrics and data on their worker fairness efforts to enhance our evaluation of their policies, practices, and impacts
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
Committing to living wages
This company should make a public commitment to providing living wages for their employees and the people in their supply chain that goes beyond the minimums required by law
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
Providing paid parental leave
We would like to see this company adopt a paid parental leave policy for their employees that goes beyond minimum legal requirements and share it publicly
Category Definition
Our worker fairness evaluation criteria are designed to help us determine how a company measures, manages, and discloses information about the way they treat their employees, workers in their supply chain, and other stakeholders.
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.
Accountability
Foundational Gaps
Solid Baseline
Strong Performance
Hilde Likes
None Identified
Opportunities for Improvement
Improving CEO-worker pay equity
We think this company should disclose and/or manage executive compensation to limit inequality between what their CEO is paid and what their workers are paid
Integrating sustainability into the mission
This company could boost their credibility and accelerate meaningful action on sustainability issues by making it an explicit part of their mission, purpose, or values
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
Establishing good governance practices
We think this company should integrate sustainability into the business model and decision making while enabling accountability mechanisms at the executive and board level
Category Defition
Our corporate accountability evaluation criteria are designed to help us determine how a company integrates sustainability across their organization to help govern decision making and engage with external stakeholders in socially responsible ways.
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.