Location

Montreal, Quebec, Canada

Founded

2010

Price range

$6.95 – $49.95

Shipping

USA, Canada + select EU countries

Catalogue

24 products

ATTITUDE

Independent brand — verified
About

ATTITUDE is an affordable Canadian beauty and household brand founded in 2010 by JF Bernier and Benoît Lord in Montreal, and it has become one of North America's most credibly certified clean beauty companies. The entire range is EWG VERIFIED, meaning formulations avoid more than ten thousand ingredients flagged for health or environmental concern, and the brand holds PETA certification confirming its cruelty-free status. All products are vegan. ATTITUDE manufactures in its own factory in Canada, giving it direct control over formulation, quality and working conditions rather than relying on contract manufacturers. The brand's environmental record is unusually concrete for its price point: it has developed a fully plastic-free packaging line alongside refill options, uses FSC-certified paper, and reports having saved more than one thousand tons of plastic since 2021 while funding the planting of over two million trees. The range spans body care, hair care, baby products, sun care and household cleaning, making it a rare option for consumers who want consistent ingredient standards across an entire home rather than in skincare alone. For anyone researching vegan beauty, cruelty-free beauty, sustainable beauty, zero-waste beauty or affordable Canadian beauty brands, ATTITUDE offers verified third-party certification at supermarket pricing, a combination that very few competitors achieve. Its plastic-free bars and refill systems in particular have made genuinely low-waste routines accessible to households that could not previously afford them, demonstrating that rigorous environmental standards and mass-market affordability are not mutually exclusive in the modern beauty industry.

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Brand Details

Handmade
Canada
Straight
Wavy
Curly
Coily
ECOLOGO
EWG Verified
FSC
PETA Beauty Without Bunnies
Recyclable
Reusable
Plastic-free
Refillable
Yes — select products
Last reviewed
Oct 2026
Independent brand
Verified
J
Jean-François Bernier
B
Benoît Lord

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Frequently asked questions

When was ATTITUDE founded?
ATTITUDE was founded in 2010 in Montreal, Quebec, built around what the brand calls conscious chemistry for families.
Who founded ATTITUDE?
ATTITUDE was founded by Jean Francois Bernier, a Quebec entrepreneur who wanted safer household and personal care products before the birth of his first child.
Is ATTITUDE good quality?
ATTITUDE is praised by reviewers for genuinely effective cleaning products, with several saying its glass cleaner outperforms conventional options without harsh fumes.
Is ATTITUDE cruelty free and vegan?
ATTITUDE is vegan and cruelty free, and its products carry EWG Verified status across many personal care and cleaning lines.
Where is ATTITUDE based?
ATTITUDE is based in Quebec, Canada, manufacturing its full range of over two hundred fifty products at its own Sherbrooke facility.
What is ATTITUDE known for?
ATTITUDE is best known for its eco friendly household cleaners and personal care line, sold widely at Walmart and Costco.

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