How ATTITUDE Redefined Clean Living with Plant-Based Products from Canada
ATTITUDE, a Canadian brand identity established in 2006, initiated with a fundamental query: are everyday products safe for families? Jean-François Bernier launched the company while preparing for his first child, driven to create cleaner alternatives. Today, the brand is renowned globally for its high-performing, plant-based products.
Bernier's concerns about harmful chemicals in household items led to the creation of ATTITUDE. The brand focuses on natural ingredients, with formulas developed in Canada using plant- and mineral-derived components. Every product undergoes stringent screening, including checks against California's Proposition 65 list of harmful substances.
The company's commitment to sustainability transcends ingredients. Packaging is free from plastic, made from FSC-certified cardboard, and includes refill systems, aluminium bottles, and solid formats to reduce waste. ATTITUDE also owns its own advanced manufacturing facility in Canada, ensuring full control over quality and eco-friendly practices.
From makeup and skincare to cleaning products, the brand covers a wide range. Its offerings include aluminium-free sunscreen, non-toxic deodorants, and clean chapstick—all designed to match conventional products in performance. Independent certifications, such as PETA Cruelty Free, EWG Verified, and FSC, validate its claims, particularly in face care and makeup.
Now available in over 55 countries, ATTITUDE has built trust with families seeking transparency and ethical choices. The brand's growth mirrors a demand for products that harmonize safety, effectiveness, and environmental responsibility.
ATTITUDE's approach—blending rigorous ingredient checks, sustainable packaging, and in-house production—has distinguished it in the clean product market. With certifications and a global reach, the brand continues to expand, demonstrating that safer alternatives can function as effectively as traditional ones.
