Attitude (stylized as ATTITUDE) is one of the cleaner brands on the market, with strong third-party verification to back up its non-toxic claims. The Canadian company makes household cleaners, personal care products, and baby care items formulated with plant- and mineral-based ingredients, and the data from independent testing organizations largely supports its safety reputation.
How Attitude Products Score on Safety
The most useful way to evaluate any “non-toxic” claim is to look at independent ratings rather than taking the brand’s word for it. The Environmental Working Group (EWG), a nonprofit that scores products based on ingredient safety, lists around 400 Attitude products in its database. A large number of those carry the EWG VERIFIED designation, which means they meet strict criteria for ingredient transparency and avoid chemicals of concern.
On the cleaning product side specifically, Attitude has 103 products rated by EWG. Of those, 80 are EWG VERIFIED, 16 scored an A, and 7 scored a B. Zero products scored a C, D, or F. That’s an unusually clean track record compared to most household brands, where it’s common to see products scattered across the full range.
What Attitude Leaves Out
Attitude products are formulated without parabens, phthalates, sulfates, or synthetic fragrances. These are the categories that raise the most concern for people searching for non-toxic alternatives. Parabens and phthalates are linked to hormone disruption, sulfates can irritate sensitive skin, and synthetic fragrances often contain undisclosed chemical blends that manufacturers aren’t required to list individually.
The brand uses plant- and mineral-based ingredients instead, and its products are vegan, hypoallergenic, and dermatologist-tested. Many also carry the ECOLOGO certification, which requires products to meet environmental and health standards developed through independent third-party review. Companies with this certification must allow audits to verify their products actually meet those standards, so it’s not a self-awarded label.
Baby and Personal Care Products
Attitude’s baby line (Baby Leaves) and personal care products follow the same ingredient philosophy as the household cleaners. They show up in EWG’s Skin Deep database with the same EWG VERIFIED marks that the cleaning products carry. For parents specifically worried about what touches their baby’s skin, the combination of hypoallergenic formulation and dermatologist testing puts these products in a safer category than many mainstream baby brands that still use synthetic fragrance or preservatives linked to skin irritation.
One Regulatory Flag Worth Knowing
In 2024, the Philippine FDA issued a public health warning about an Attitude body lotion (the Natural Body Lotion, Soothing and Calming Chamomile with Oatmeal). The warning was not about a safety defect found in the product itself. Instead, the product hadn’t gone through the Philippines’ required notification process for cosmetics, meaning it was being sold there without local regulatory clearance. The FDA noted that without that process, they couldn’t verify quality and safety for products sold in their market.
This is a distribution and regulatory compliance issue, not evidence that the product contained harmful ingredients. It’s worth mentioning because it shows up in searches and could cause unnecessary alarm. In Canada and the United States, where Attitude is based and primarily sold, the brand’s products have not been subject to recalls or safety warnings from Health Canada or the U.S. FDA.
What “Non-Toxic” Actually Means Here
No regulatory body defines “non-toxic” as an official product category, which is why the term gets thrown around loosely by brands that don’t deserve it. What makes Attitude more credible than most is the layering of third-party verification. EWG VERIFIED status, ECOLOGO certification, and full ingredient transparency give you multiple independent checkpoints rather than just marketing language on a label.
That said, “non-toxic” doesn’t mean “impossible to react to.” Plant-based ingredients can still cause allergic reactions in some people, particularly essential oils or botanical extracts. If you have known sensitivities, checking the full ingredient list on a specific product is still worth doing. But in terms of avoiding the chemicals most people are concerned about, specifically hormone disruptors, carcinogens, and respiratory irritants common in conventional cleaners and personal care products, Attitude is one of the safer mainstream options available.