Etee
brand rating & evaluation
overall rating:
Top Choice
Our ratings are based on a scale from 1 (Avoid) to 5 (Top Choice). See How We Rate
The Shifting Gaia rating evaluates brands based on sustainable practices, ingredients and materials, and social responsibility, among others. Below are a few factors influencing this brand's score:
certifications:
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overview
sustainability
non-toxic
social responsibility
8.9 out of 10
10 out of 10
7 out of 10
about
Etee is a Canadian zero-waste personal and home care company that makes plastic-free, biodegradable cleaning, oral care, and personal-care products.
highlights
Strong community engagement profile
Vegan and cruelty-free
sustainability
score:
8.9 out of 10
details:
Packaging
Etee’s products are consistently packaged without plastic. All orders ship in plastic-free, commercially compostable packaging. Many products (dish soap, hand soap, all-purpose cleaner, etc.) come as highly concentrated “pods” or powders that customers dilute at home, which avoids single-use bottles. These pods are made of hemp, algae and natural waxes and are backyard-compostable.
Ingredient Sustainability
Etee’s formulations rely overwhelmingly on renewable, plant-based, or mineral-derived ingredients. They emphasize natural surfactants, oils and extracts, and exclude petrochemical inputs. The dish soap concentrate contains only four cleaning agents (alcohol ethoxylate, polyglucoside, amine oxide, and essential oils) and no artificial foaming agents like SLS or parabens.
They do use a few synthetic additives for stability or performance (e.g. phenoxyethanol preservative in cleansers, TAED bleach activator in laundry, FD&C colorant in bar), but even these are chosen for benign environmental profiles. Importantly, Etee switched to USDA-certified organic beeswax and oils to ensure sustainable sourcing, and all their fabric dyes are GOTS-certified organic (free of heavy metals and AZO dyes).
Energy Use and Footprint
By selling ultra-concentrated products, Etee dramatically cuts transportation emissions. All concentrates are hand-mixed in Toronto (for example, the dish soap and all-purpose cleaner are manufactured locally), which may also limit overseas freight. However, Etee does not publish carbon footprint or emission-offset metrics, so claims of a “low carbon footprint” can’t be fully verified externally.
Waste Management
Etee’s slow-consumption model (pods, bars, refills) means less disposable waste overall. No take-back program is advertised, but nearly all solid waste from their products is either recyclable or compostable. There is little information available regarding waste management in production.
Business Model
Etee’s model is geared toward minimizing consumption and waste. Products are provided as concentrates, bars, and refillable systems rather than disposable items. They sell direct-to-consumer online (US and Canada) with a subscription option. On the other hand, subscription selling and new product launches may drive steady consumption, but not in a disposable fashion. Overall Etee’s business practices support low-waste, refillable use with consistent availability.
non-toxic
score:
10 out of 10
details:
Etee formulations are mostly free of known human-health hazards. Their ingredient lists consistently omit parabens, phthalates, sulfates, and other controversial chemicals. Only one preservative (phenoxyethanol) appears in lotions/cleansers, which is low-toxicity and widely used in natural cosmetics. All colorants and fragrances are natural (essential oils, mineral pigments).
social responsibility
score:
7 out of 10
details:
Etee is a small, Canadian-owned company that manufactures many products locally. However, no independent labor audits or certifications (e.g. Fair Trade, SA8000) are cited. Their supply chain for ingredients is largely overseas (beeswax, oils, plant extracts) and no specific supplier audits are disclosed. The GOTS certification on their textile inputs does enforce some social criteria.
Etee is cruelty-free by policy: they explicitly state “we never test on animals and ensure our suppliers don’t either.” There is no indication Etee sells into markets requiring animal testing (e.g. China).
Etee actively donates and partners with charities. They are a member of 1% for the Planet (pledging 1% of sales to environmental causes) and promote plastic-free education. The brand also fosters an engaged customer community (incentivizing feedback and DIY reuse).
