Is What Matters ethical and cruelty-free?
Yes — What Matters scores 97/100 on EthiCompare, one of the stronger ratings in our database, with 2 of 4 ethics signals verified.
The evidence, signal by signal
Cruelty-freeunverified
No third-party cruelty-free certification found on the products we track.
Vegan optionsverified
Certified vegan products appear in this brand's range.
Sells in mainland Chinaunverified
We have not confirmed this brand's mainland China distribution.
Third-party certifiedverified
We record 3 distinct certifications across this brand's products.
Scored with our public methodology.
What Matters products we score
A comprehensive, high-tech refill system from a French B Corp, eliminating single-use plastics across all home cleaning categories.
More on What Matters
Is What Matters ethical? FAQs
Is What Matters cruelty-free?+
No third-party cruelty-free certification found on the products we track.
Does What Matters have vegan products?+
Certified vegan products appear in this brand's range.
Does What Matters sell in mainland China?+
We have not confirmed this brand's mainland China distribution.
What is What Matters's ethics score?+
What Matters averages 97/100 across 1 product we score on certifications, sourcing, labour, packaging and transparency.
What are the best alternatives to What Matters?+
See our full list of ethical alternatives to What Matters for better-scoring options in the same categories.