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Clean products, less plastic and more trees.

ATTITUDE® is a Canada-based company that develops natural personal care and household products dedicated to promoting healthy living.

Crafted with natural, hypoallergenic and EWG VERIFIED™ ingredients, our entire line of ATTITUDE® products adhere to the highest quality and eco-conscious standards: they are 100% vegan, cruelty-free, and certified by PETA (People for the Ethical Treatment of Animals) and ECOLOGO. Also, they’re exempt from potentially harmful substances according to the Environmental Working Group (EWG). ATTITUDE® products are sold in over 55 countries.

Since 2019, ATTITUDE is on an ambitious mission to reduce the use of plastic by using biodegradable packaging and Bulk sizes, strongly believing that reducing single-use plastic in our daily routine can bring real change.

ATTITUDE has been also allowing its clients to take part in the change to build a better future with its new reforestation program. For each product sold online or in a participating store, ATTITUDE® commits to plant a tree in collaboration with two major non-profit organizations specialized in reforestation: Eden Reforestation Projects and One Tree Planted.

Together, let’s be the change!

OUR MISSION

Clean products, less plastic, and more trees — that’s our attitude.

We’re on a mission to make the world a healthier, more sustainable place to live for a better future. We design high quality personal and household care products to be better for your body and our planet.

We believe in using clean and natural ingredients, in reducing the use of plastic and in planting trees to restore our planet.

We believe that together we can be the change.

Our Vision

Our global sustainable vision is to Reduce, Reuse, Recycle – and Reforest to help protect the planet. We want to have a positive impact, while allowing our clients to also be part of the movement.

Reduce our use of virgin materials and single-use plastics by innovating alternative eco-friendly packaging such as our BULK to go eco-refills.

Reuse and refill plastic bottles, which families can now do easily with our BULK to go eco-refills

Recycle all of our plastic HDPE #2 bottles — made with the easiest plastic to process in order to maximize our respect for the environment while minimizing manufacturing waste.

Reforest takes the circular economy a step further by not only reducing our impact on the planet, but also helping to regenerate and heal it through our reforestation initiative.

The birth of ATTITUDE.

Like many things in nature, ATTITUDE was born in the spring — spring 2005, to be exact. Founded by Jean-François Bernier (JF) and Benoît Lord in Montreal, they set out to create a legacy their kids could and would be proud of.

Vertical integration. Limitless inspiration.

Inspired by their own families, they saw an incredible opportunity: To create a range of household products exclusively with natural ingredients that worked as well, if not better, than synthetic options. Superior quality at supermarket prices, accessible and affordable to all.

Not wanting to be under the thumb of investors, JF and Ben took the company into their own hands and committed to being 100 percent owners. To this day, ATTITUDE remains privately owned, family oriented and vertically integrated — creating products end-to-end, from manufacturing to marketing.

To bring their vision to life, Hans Drouin joined the team in 2006 following the completion of his Ph. D in biochemical engineering. Together, he and JF explored natural ingredients and created the original formulas.

In fall 2006, the company launched with eight household cleaning products. As natural offerings became more popular, so too did ATTITUDE. We quickly went from being part of the movement to leading it.

ATTITUDE is not riding a trend — we are transforming the way our industry works. By being vertically integrated and endlessly curious, we create all our products end-to-end. This gives us intimate knowledge of our ingredients and the true benefits they bring to families like our own. By working with our own in-house lab, our innovation is limited only by our imaginations, inspiration and intuition.

Growing bigger, getting better.

We committed early on that ATTITUDE products would always have the least impact on the environment and our families’ health. That meant containing no ingredients of concern* such as cancer-causing chemicals, mutagens and endocrine disruptors, even at legally tolerated levels. And since there are no scientific studies available showing the long-term exposure to these contaminants of concern, even in small doses, has no effect our health, we preferred removing them altogether to minimize the impact on our homes, our children and our families.

From 2007 to 2012, ATTITUDE’s lab and office was on St Laurent Boulevard in Montreal. It was during this time, in 2010, that Ben decided to chase an old dream to become a doctor — though he is still part of the family as a trusted advisor.

In 2012, we moved onto de Gaspé Avenue in the Mile End neighbourhood — Montreal’s beating heart of creativity and culture. As our team and lab grew, we relocated to the penthouse in the same building in 2017, which we still call home today.

*Source : EWG

Our Products

across Bath & Body, Baby & Kids, Household and Pet Care, with new lines emerging with each epiphany.

All of our products are made with natural, plant- and mineral-based ingredients that have the least impact on our families and the planet. These clean ingredients are developed with EWG’s strictest standards in mind: free of cancer-causing chemicals, mutagens endocrine disruptors and other ingredients of concern. Our products are also ECOLOGO® and PETA Certified, hypoallergenic, vegan and cruelty-free.

Our product development is inspired by our real lives — not research on market needs. We are constantly exploring and experimenting. Fortunately, being vertically integrated and working with an in-house lab allows us to go from “A-HA!” to actualization at the speed we need.

Fuelled by childlike curiosity and wonder, our offerings grew with our families’ needs; as our colleagues and their spouses became pregnant, we saw the opportunity for baby and mother products. We also came to understand that families come in all shapes and sizes, and our pet range means every member can be cared for — no matter where they sniff or lick.

Our Certifications

Third-party seals of approval are not just pretty design elements for our bottles — they are proof of ATTITUDE’s commitment to our values and your health.
Having this many certifications is part of what makes ATTITUDE unique among household and personal care companies.

Curious about them?

EWG VERIFIED™

ATTITUDE

The EWG VERIFIED™ mark provides greater transparency, letting you know that your personal care and consumer products are free from EWG’s chemicals of concern. In fact, while more and more studies show that these substances can have health consequences for you and your family, many of them are still legally tolerated in small amounts. For families, the EWG Verified™ mark guarantees that ATTITUDE’s products are free of ingredients of concern, according to EWG VERIFIED™program.

ECOLOGO® Certified products

ATTITUDE

The ECOLOGO® Certification is part of ATTITUDE’s commitment to a reduced environmental impact. The seal indicates our household and personal care products have undergone rigorous scientific testing and/or exhaustive auditing to comply with stringent, third-party environmental performance standards. These standards cover a range of criteria including materials, energy, manufacturing and operations, health and environment, product performance and use, and product stewardship and innovation.

PETA Beauty Without Bunnies

ATTITUDE

The rabbit logo on all of ATTITUDE’s personal care and household products proves that they’re cruelty-free and vegan. We believe pampering ourselves should never mean punishing another living being. The PETA Beauty Without Bunnies certification shows that our products were not tested on animals and that they’re free from animal-based ingredients.

A factory like no other!

Discover our new 90,000 square foot plant, custom built to allow us to continue doing what is most important to us: Create natural, high-quality products that minimize harmful impacts on families and the environment.

We have combine three innovative concepts: the smart factory of Industry 4.0, environmental responsibility and a focus on wellness. This new facility will give us the scope we need in order to further enhance our unique ability to invent and develop new products!

We have chosen the city of Sherbrooke to establish ourselves, a thriving and dynamic city that represents the values of ATTITUDE, the balance between the city and nature.

The smart factory

The new, state-of-the-art facility will employ smart management techniques and offer surprising performance capacities. We decided to invest in Industry 4.0 technology to design a flexible and interconnected plant that will adjust production in line with demand. The equipment will be interconnected to enable real-time analysis and remote troubleshooting. This will help us understand and analyze our methods and push our limits. Thanks to these new possibilities, we’ll be able to achieve an unmatched level of performance.

The eco-friendly factory

ATTITUDE has built its reputation on carefully selecting each of the ingredients that go into its products, and the newly developed production processes will also be subject to the strictest standards. Inspired by sustainable development principles, the company has adopted environmentally responsible construction, design and layout practices.

A factory that promotes wellness at work

A commitment to wellness is an integral part of our company’s culture, and the new facility will be no exception. The sunlit work spaces, lunch room and common areas have all been designed to offer an open and dynamic work environment.

ATTITUDE

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