Every deal on Noosh has passed a real filter — certifications checked, supply chains traced, greenwash rejected. Then we give you two links: the ethical independent, and the Amazon fast-track. You choose.
"Every product on Noosh has passed a filter. Not a vibe check — a verifiable one."
Products land in one of three categories. Automatic passes hold at least one recognised third-party certification — B Corp, Fair Trade, COSMOS, Leaping Bunny, Vegan Society, Soil Association, WFTO, Ecocert, or Living Wage Employer. We trust these because they're independently audited.
Manual review is for uncertified brands that might still qualify. We check: manufacturer location is publicly traceable; full ingredient and supply chain is disclosed; no undisclosed parent company with contradictory practices; UK/EU manufacture preferred — long-haul imports flagged transparently.
Automatic fails don't appear here, ever — regardless of packaging. Opaque ownership, greenwashing language without evidence ("eco-friendly" with no backing), parent companies with documented contradictory practices, animal testing at any stage.
"Activated Charcoal Dental Floss — Natural & Eco Friendly" 🇨🇳
Thousands of listings. Sounds ethical. Fails on four simultaneous counts: opaque origin, undeclared carbon-heavy shipping, zero third-party certification, and greenwashing copy with no legal backing. It won't appear on Noosh.
We are not a certification body. We apply existing certifications and our own transparent logic. We are not perfect — if we've got something wrong, tell us. We'll update publicly. We are not neutral: we think the co-op model is better than the extraction model. That bias is declared.
Criteria framework version 1.0, May 2026. Submit a product for review via the About page.
"We think the co-op model is better than the extraction model. That bias is declared."
Noosh is an ethical deals site built on a simple premise: every product here has been verified, not just vibed. We check certifications, trace supply chains, and reject greenwash. Then we surface the best ethical products in the UK — and give you two links for each one.
The Good Twin goes to the brand directly or an independent ethical retailer. More of your money reaches the producer. No Amazon algorithm. Occasionally slower.
The Evil Twin goes to Amazon. Same product. Faster. Prime-eligible. Jeff Bezos gets a small cut. We earn a small affiliate commission either way. We're telling you this because you deserve to know.
We have a particular interest in worker-owned co-operatives and community-led producers. If you make something genuinely ethical and want it considered for Noosh, get in touch.
Noosh is based in SE London. We are not affiliated with Amazon beyond the Associates programme. We are not a certification body. Version 1.0, May 2026.