Emma Watson-approved Platform Good on You Expands Into Beauty Category
- Good on You, an online sustainability platform supported by Emma Watson, is expanding into beauty by launching a new vertical that rates brand ethics using publicly provided data.
LONDON— Online sustainability platform Good on You, which counts Emma Watson as a supporter, is expanding into beauty.
"There's a bigger story to be told about the conditions in which our clothes are made, the resources that have been used and the impact they've had on communities. Good on You is my benchmark for sustainable fashion," the actress said of the company in 2019.
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The website, which previously only rated clothing labels for sustainability and ethics, has launched a new beauty vertical that rates brand ethics using publicly provided data.
"From the start, Good on You 's big ambition has been to use people power to create a more sustainable future — in fashion and beyond," said Sandra Capponi, Good on You's cofounder.
"As we launch into beauty and expand our tools to help the industry do better, we see there's a clear opportunity for greater transparency across almost every major issue we've rated brands on," she added.
An image of Good on You's evaluation of Lush.
Using a five-point rating scale, the platform evaluates cosmetics companies' performances across environmental, animal welfare and labor issues, from being vegan and cruelty-free to climate impact and human rights.
To mark the launch, the company is releasing a scorecard that highlights issues in the beauty industry.
The company has also updated its B2B tools.
After analyzing 239 brands, Good on You found that a majority of brands lacked transparency, its scorecard states. According to the brand, 84 percent of brands are taking no publicly disclosed action to ensure payment of living wages throughout their supply chains. Seventy-eight percent of brands have no certification to show they're not testing on animals, and 80 percent of large beauty brands do not disclose their progress in meeting greenhouse gas emissions targets.
Separately, Good on You has also redesigned web and social media platforms for commercial clients, including Farfetch , Klarna and Westfield, to be available through Ratings API.
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