Home Care is the newest addition to Safe Care, and one of the four categories in our Self Care hub alongside Face Care, Sun Care, and Brow & Lash — because what you clean your home with is as much a part of self care as what you put on your skin. We built this collection around ATTITUDE, and specifically chose them for two certifications that are worth understanding rather than skimming past.
EWG Verified®
EWG Verified is the mark given by the Environmental Working Group, a U.S. non-profit that maintains one of the most detailed public databases of chemicals used in household and personal care products. To carry the EWG Verified mark, a product has to be free of the ingredients EWG classifies as "of concern" — screened against a list of more than 10,000 chemicals the organization tracks. It's not a marketing claim ATTITUDE writes itself; it's an independent, third-party check on what's actually in the bottle.
ECOLOGO Certified
ECOLOGO, certified through UL Solutions, looks at the full picture: ingredient toxicity, environmental impact, and performance, verified independently rather than self-reported by the brand. A product carrying this certification has been tested against a defined standard, not just described as "eco-friendly" on the label.
What that looks like on the shelf
Across the ATTITUDE range at Safe Care — from the All-Purpose Cleaner and Dishwashing Liquid to Laundry Detergent and Fabric Softener — the formulas are plant-derived and built around leaving out harsh solvents and synthetic fragrances. Several products, including the Baby Bottle & Dishwashing Liquid line, are formulated specifically for the more sensitive routines of a household with babies or allergy-prone family members, and Sensitive Skin and Unscented options are available across multiple product lines for exactly that reason.
The takeaway
Certifications only matter if you know what they're actually verifying. EWG Verified and ECOLOGO Certified both mean the same basic thing from two different angles: an outside organization checked the formula, not just the marketing copy. That's the standard we wanted behind our Home Care collection.
Explore the full Home Care collection.