Is What Matters ethical?
RecommendedYes — What Matters scores 97/100 on EthiCompare, one of the stronger ratings in our database, with 2 of 4 ethics signals verified.
| Check | Status | Evidence |
|---|---|---|
| Cruelty-free | unverified | No third-party cruelty-free certification found on the products we track. |
| Vegan options | verified | Certified vegan products appear in this brand's range. |
| Sells in mainland China | unverified | We have not confirmed this brand's mainland China distribution. |
| Third-party certified | verified | We record 3 distinct certifications across this brand's products. |
| Certifications | on file | B Corp, Ecocert, Vegan |
Scored with our public methodology.
What Matters at a glance
What Matters offers 1 product on EthiCompare across Home & Cleaning, with an average ethics score of 97/10 and recurring certifications including B Corp, Ecocert, Vegan.
Is What Matters ethical and cruelty-free? Read the verdict
Standards & certifications
Verified credentials appearing across What Matters's product range.
Ethics breakdown
Average scores across our scoring pillars.
- Transparency100/10
- Environment99/10
- Labor98/10
- Animal Welfare95/10
- Sourcing94/10
Categories covered
Where What Matters shows up across our directory.
- Home & Cleaning1
What reviewers highlight
Strengths mentioned most often across What Matters's products.
- ✓Highest transparency and health safety standards
- ✓Beautiful, non-slip glass design
- ✓Covers almost every cleaning need in one kit
Sustainability commitments
"B Corp certified. The refill pouches are part of a circular economy initiative."
Products from What Matters
A comprehensive, high-tech refill system from a French B Corp, eliminating single-use plastics across all home cleaning categories.
Common questions about What Matters
Is What Matters cruelty-free?+
We have no cruelty-free certification on file for What Matters's scored products. Absence of a certification is not proof of animal testing, but it does mean nothing independent has been verified.
How does What Matters score overall?+
What Matters averages 97/100 across the 1 products we have scored, using public certifications, sourcing disclosures and controversy records.
Who owns What Matters?+
Parent-company ownership changes what your money supports. See our brand ownership map for the current group structure and any conflicting parent-company records.
What are the best alternatives to What Matters?+
Our alternatives page ranks comparable products by ethics score with a side-by-side difference table, so you can see exactly which pillar improves.