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EnglishWhat Good On You Rating Labels Like "We Avoid" and "Great" Mean
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Good On You turns a brand's sustainability performance into a simple 1–5 score and a plain-language label, so you can compare brands at a glance. "We Avoid" is the lowest rating (1/5) and "Great" is the highest (5/5). Each rating is broken down across three areas — Planet, People, and Animals — and the label reflects the overall score, not a single issue. Use the labels for quick screening; open the full rating when you need to know why a brand scored as it did.
The five labels and their scores
The site's brand cards pair every score with one of five labels. Based on the ratings shown on the homepage, the mapping is:
| Score | Label | What it signals to a shopper |
|---|---|---|
| 5/5 | Great | Strong performance across the assessed areas; a leading option |
| 4/5 | Good | Solid performance with room to improve |
| 3/5 | It's A Start | Some action taken, but notable gaps remain |
| 2/5 | Not Good Enough | Weak performance; limited evidence of responsible practice |
| 1/5 | We Avoid | Lowest rating; the brand falls short on the criteria assessed |
Examples from the site's own brand list show how this plays out in practice: Outland Denim is rated "Great" at 5/5, while Gucci, Lush, Pangaia, and Aesop sit at "Good" 4/5. Nike, H&M, Zara, Adidas, Lululemon, The Ordinary, and Lefties are all "It's A Start" at 3/5. Alo, Loewe, MAC Cosmetics, Victoria's Secret, Louis Vuitton, and SKIMS land at "Not Good Enough" 2/5, and Shein and e.l.f. are rated "We Avoid" at 1/5.
Why the same label can hide different problems
A label is a summary, so two brands with the same score may fail on different things. Every rating on the site is split into Planet, People, and Animals, and the overall score weighs these together. That means a 3/5 "It's A Start" brand might be decent on environmental measures but weak on labour practices, or vice versa.
For example, if you care specifically about animal welfare, a brand's overall label alone won't tell you whether it uses leather, down, or tested ingredients — you need to open the rating and read the Animals section. Treat the label as a first filter and the three-category breakdown as the deciding detail.
How to use the labels when you shop
- Start with the label. Search or browse a brand on Good On You and note its score and label. This takes seconds and immediately separates leaders from laggards.
- Check the category that matters to you. Open the rating and look at Planet, People, and Animals individually. If one area is your priority, judge the brand on that section rather than the headline score.
- Compare alternatives at the same price or style. The site's "Top Picks" and alternative-brand features are built for this — for instance, it lists alternatives to fast-fashion lingerie from Victoria's Secret. Use the labels to shortlist "Good" or "Great" options before you buy.
- Re-check before repeat purchases. Ratings are based on published evidence and can change as brands update their practices or disclose more. A label you saw last year isn't guaranteed to be current.
What the labels don't tell you
The rating is a sustainability assessment, not a verdict on fit, quality, price, or style — and the site does not present it as one. A "We Avoid" label means the brand scores poorly on the criteria assessed; it doesn't by itself describe every product the brand sells. Likewise, "Great" reflects performance on the assessed criteria, not a guarantee about any individual garment.
The labels are most useful as a consistent yardstick: because every brand is scored the same way across Planet, People, and Animals, you can compare a denim brand against a beauty brand and still make sense of the result. Use them to narrow your choices, then read the underlying rating for the detail that decides your purchase.