TRULY FREE REVIEWNon-Toxic at Truly Free
Formulated without ingredients on the program's Restricted Substance List.
The Truly Free Trust Badge System
Clear Standards.Your Choice.
There's no single definition of "better" for everyone. So we publish the criteria behind every badge — what it means, what a product has to meet, and how it's checked — and let you shop by the standards that matter to you.
2,000+
products approved
15
badges & growing
100+
total requirements
Meet The Badges
Fifteen standards at launch. Open any one to see what it means, what a product must meet, and how it's verified.
TRULY FREE REVIEW
THIRD-PARTY CERTIFICATION
INGREDIENT DISCLOSURE
THIRD-PARTY CERTIFICATION
MATERIAL DISCLOSUREShowing 5 of 15 badges
Did you know “non-toxic” doesn't actually have a definition?
We Changed That.
“Non-toxic” is everywhere, but there's no single accepted standard behind the term.
We worked with Wendy, a former environmental lawyer turned toxin-free living educator, to create one for Truly Free with clear criteria and an extensive list of excluded ingredients. Products earn the Non-Toxic Badge only when they meet the full standard.
The Non-Toxic badge indicates a product met Truly Free's published criteria. It is not a health, safety, or medical claim.
TRULY FREE BADGE ADVISOR
Meet Wendy,
the Expert Behind Our Standards
Former Environmental Lawyer - specializing in policies surrounding chemical exposure
Creator of Toxin Free in 3™ - educating consumers on how to evaluate ingredient labels
Founder of Toxin Free(ish) - helping consumers live a practical toxin-free lifestyle
Her Role at Truly Free
As a Truly Free advisor, Wendy developed the criteria, requirements and qualification standards behind our Trust Badges, including the Restricted Substance List that defines our Non-Toxic Badge. Her work helps establish exactly what each badge means, what a product must meet to qualify, and what documentation or evidence may be required.
More About Wendy & Her Top Picks →Shop Wendy's Picks
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THE PROCESS
How a product earns a badge
Step 01
Standards are defined
Every badge has documented requirements including what it covers, what qualifies, and what a brand has to provide. Those requirements are published, not internal.
Step 02
Brands provide requirements
Depending on the badge, that can mean ingredient disclosure, packaging and material information, proof of a third-party certification, seller attestations, or supporting documentation.
Step 03
Requirements are verified
Verification varies by badge. Some are approved once the required information and certifications are complete. Others — including Non-Toxic — always go to the Truly Free team for additional review.
Frequently Asked Questions
Truly Free Trust Badges make it easier to find products that match what matters to you. Each badge represents a specific set of criteria, helping you quickly understand key product attributes without having to do all the research yourself.
Every badge has a defined set of requirements. Products are reviewed against those criteria and must meet every requirement for a badge before they can earn it.
Our badge standards and criteria are developed with Wendy, Truly Free's ingredient and product standards advisor. Drawing on her experience in environmental law, ingredient safety, and clean consumer products, Wendy defines what each badge means and the requirements products must meet.
No. Trust Badges are only displayed on products where sellers have applied for that badge and confirmed to meet the criteria for that badge. You can shop across Truly Free whether or not a product currently carries a badge.
It doesn't necessarily mean the product doesn't meet the standard. It may simply mean the product hasn't been reviewed for that badge yet or that we don't have the information needed to confirm it qualifies. A missing badge should not be interpreted as a negative rating of the product.
Instead of using "non-toxic" as a broad marketing term, we created a specific Truly Free Non-Toxic Standard. To earn the badge, a product must meet our defined criteria, including compliance with our published Restricted Substance List of prohibited and restricted ingredients.
Yes. A product can earn every badge it qualifies for. For example, one product might be Non-Toxic, Unscented, Cruelty-Free, and Made in America — making it easier to find products that meet multiple priorities at once.
Not always. Some Trust Badges, like Organic and Cruelty-Free, require brands to provide qualifying third-party certifications. Others, like Non-Toxic, are based on standards developed internally by Truly Free, with specific criteria a product must meet to earn the badge.