Home
/
Ratings
/
Reed + Gwen

Reed + Gwen

Evaluation Completed: 
April 15, 2025
Adults
Baby
Kids
New Baby
Moving
Bedroom
Bathroom

Reed + Gwen is owned by the company Avocado Green Brands. 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.

Avocado is one of those brands that is consistently included in those “eco-friendly” bed lists. And for good reason, they appear to be doing some things right when it comes to safety and sustainability. The brand has also expanded into other product categories including apparel and personal care. They provide leadership on issues like climate and have a laundry list of Hilde approved certifications including being a Certified B Corporation. Because they have some good pieces in place we see a great opportunity for this company to take the next step by adopting a context-based approach to sustainability.

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
Governance
Hilde Approved Certifications
B-Corp
EWG Verified
Forest Stewardship Council
OEKO-TEX Standard 100
Made Safe
USDA Organic
Hilde Likes

Best-in-class ingredient safety certifications

Commitment to ethical business practices

Commitment to fair wages in the supply chain

Engagement on public policy

Paid parental leave

Public disclosure and reporting

Solid foundation on ingredient safety

Taking climate action seriously

Using circular design thinking

Opportunities for Improvement

Formalizing responsible sourcing efforts

Adopting a context-based approach to sustainability

Formalizing biodiversity protection efforts

Additional Information
Parent Company:
Avocado Green Brands
Owned Brands:
None
Product Types:
Skin care

Evaluation Summary

Basic
Advanced
Leadership
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.

Hilde Likes

Best-in-class ingredient safety certifications

This company makes a significant number of products that have a best-in-class ingredient safety certification that lets us know they take ingredient safety seriously

Solid foundation on ingredient safety

This company appears to do a good job covering the basics and is ready to tackle more advanced topics related to ingredient safety

Opportunities for Improvement
None Identified
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.

Hilde Likes

Taking climate action seriously

This company has a great foundation in place when it comes to climate including measuring all greenhouse gas emissions, setting some near-term targets, and reducing their emissions over time

‍

Using circular design thinking

We appreciate that this company appears to be integrating more circular approaches to designing and making products and packaging to help reduce environmental impacts

Opportunities for Improvement

Formalizing biodiversity protection efforts

Build on initial efforts related to more sustainable raw materials production by establishing an internal biodiversity protection policy and/or goal

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.

Hilde Likes

Commitment to fair wages in the supply chain

We respect that this company makes a public commitment to providing fair or living wages for people who are employed by companies in their supply chain

‍

Paid parental leave

We appreciate that this company offers this benefit for working parents in ways that appear to go beyond regulatory requirements

Opportunities for Improvement

Formalizing responsible sourcing efforts

This company has the opportunity to formalize their responsible sourcing efforts through a policy and Supplier Code of Conduct they deploy to cover their supply chain, which the brand is in a unique position to do given their direct relationship with many suppliers

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.

Hilde Likes

Public disclosure and reporting

This company provides helpful disclosure on their efforts through annual reporting on sustainability or ESG topics for consumers or other stakeholders

‍

Opportunities for Improvement
None Identified

SubscriptReal people (not AI) do our evaluations. If you think you see something we missed, please let us know! You can read more about our company evaluation process here and check some of the limitations of our Evaluations here.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.

Read Up

view all
About Us
Reasonable transparency is foundational for ethical businesses
Our Methods
Why Hilde evaluates parent companies (not brands)
Our Methods
Our company engagement purpose & model
Our Methods
How Hilde assigns ratings & company status
Our Methods
Information sources for Hilde evaluation criteria
Ask Hilde
Ask Hilde: Why do you use the same criteria for companies of all sizes?
Ask Hilde
Ask Hilde: How can I tell if a company is serious about advocacy?
Advice for Companies
Not sure what sustainability integration really looks like?
Advice for Companies
Let's talk about going beyond sustainability goals
Advice for Companies
Running a successful advocacy campaign
Advice for Companies
Building a credible decarbonization transition plan
Advice for Companies
Why you need a trade association audit

Newsletter
Signup

Never miss out on our hot takes on breaking safety and sustainability news or new features for how we evaluate companies.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.