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EnglishWhat Good On You Is and What It Does
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Good On You is a sustainability ratings platform for fashion, beauty, and retail brands. It publishes brand ratings scored out of five across three areas — planet, people, and animals — and pairs them with articles and expertise. It also builds tools that businesses use to track and improve their own sustainability performance. Use it when you want a quick, comparable read on a brand before buying, or when you need a starting point for researching a company's impact.
How the ratings work
Each brand gets a single overall score from 1 to 5, plus a breakdown across the three impact areas. The platform describes its approach as "simple ratings, rigorous analysis" — a plain-language verdict backed by published analysis rather than a vague label.
The five rating tiers, based on the brands shown on the site:
| Score | Rating label | What it signals |
|---|---|---|
| 5/5 | Great | Strong performance across the assessed areas |
| 4/5 | Good | Solid performance with room to improve |
| 3/5 | It's A Start | Some action taken, meaningful gaps remain |
| 2/5 | Not Good Enough | Limited action or significant concerns |
| 1/5 | We Avoid | Serious concerns across the assessed areas |
Every brand is assessed on the same three dimensions — Planet, People, Animals — so you can compare a fast-fashion label and a premium one on equal terms.
What the scores look like in practice
The site's own examples show how wide the spread is, even within one category:
- Outland Denim — Great, 5/5
- Gucci, Lush, Pangaia, Aesop — Good, 4/5
- Nike, H&M, Zara, Adidas, Lululemon, The Ordinary, Lefties — It's A Start, 3/5
- Alo, Loewe, MAC Cosmetics, Victoria's Secret, Louis Vuitton, SKIMS — Not Good Enough, 2/5
- Shein, e.l.f. — We Avoid, 1/5
A useful takeaway: price and brand prestige don't map neatly onto the score. A luxury house can land at 2/5 while a smaller denim brand reaches 5/5. The rating reflects assessed sustainability performance, not market position.
Beyond the ratings
Good On You also publishes editorial content — "Latest stories" and "Top Picks" — that turns ratings into buying guidance. One example on the site pairs a low-rated brand with alternatives: a piece on Victoria's Secret making fast-fashion lingerie points readers toward 25 alternative options. That pattern is the practical value of the site: check a rating, then use the articles to find a better-scoring substitute.
For businesses, the platform offers tools to track and improve sustainability, positioned as evidence-backed engagement rather than a one-off score.
How to use it
- Check a specific brand. Search the brand name on the site to pull its overall score and the planet/people/animals breakdown.
- Compare within a category. Look up two or three brands you're choosing between and compare them on the same three dimensions — this is where the shared framework pays off.
- Read the surrounding context. Use the stories and top-picks articles to understand why a brand scored as it did and what alternatives exist.
- Set a threshold. Decide in advance what score you'll accept (for example, 3/5 and above) so the rating becomes a filter rather than a rabbit hole.
Limits to keep in mind
The rating is a summary judgment, not a full audit of every product or supply chain. A brand-level score won't tell you about a single garment's materials or a specific factory. Treat it as a screening tool: good for narrowing choices and spotting outliers, not for verifying claims about one item. For decisions where the details matter, follow the rating with the brand's own disclosures and the site's underlying analysis.