The first quarter of 2026 has seen a significant evaluation of the global fashion and beauty industry’s sustainability efforts, with leading ethical rating platform Good On You releasing its latest findings. Out of 362 brands rigorously assessed between January and March, only a fraction — a mere 8% or 28 brands — achieved the coveted "Good" or "Great" ratings, underscoring the persistent challenges within the sector. Notably, Australian brands demonstrated exceptional performance, with three making the list of top scorers, and one, Goodnap, reaching an impressive 98 out of 100 points. This quarterly review not only celebrates exemplary brands but also casts a critical light on the majority of the industry, particularly larger corporations, that continue to fall short on transparency and tangible impact.
The Quarterly Review: A Deeper Dive into Sustainability Performance
Good On You, a pioneer in evaluating the environmental, social, and animal welfare impact of fashion and beauty brands since 2015, conducts regular analyses to empower consumers with informed choices. Their mission is to cut through the noise of greenwashing, identifying brands that genuinely commit to responsible practices. For the first quarter of 2026, analysts meticulously reviewed both new and existing brands, updating ratings to reflect the most current information. The methodology relies exclusively on publicly available data, ensuring that brands are held accountable for what they openly disclose about their operations and supply chains.
The statistics from this quarter paint a stark picture: out of 362 brands rated, a mere 28 achieved high scores. Conversely, a concerning 113 brands, representing 31% of the total, received the lowest "We Avoid" rating, many scoring zero due to a complete lack of transparency or demonstrable action across their supply chains. This significant disparity highlights a fundamental issue within the fashion industry: a widespread reluctance or inability among many brands to be forthcoming about their sustainability efforts, or, more critically, a failure to implement meaningful responsible practices.
The Transparency Imperative and the Greenwashing Challenge
In an era of increasing environmental and social consciousness, consumer demand for sustainable products has surged. However, this demand has also given rise to "greenwashing," where brands make unsubstantiated or misleading claims about their environmental credentials. Good On You’s stringent, evidence-based rating system directly confronts this challenge. By exclusively rating brands on publicly available information, the platform incentivizes transparency. If a brand’s efforts are not documented and accessible to the public, they simply cannot be considered in the rating process, effectively pressuring companies to not only implement sustainable practices but also to communicate them clearly and openly.
The global fashion industry is a significant contributor to environmental degradation, accounting for an estimated 10% of global carbon emissions, consuming vast amounts of water, and generating substantial waste. Reports from institutions like the United Nations Environment Programme (UNEP) and the Ellen MacArthur Foundation consistently underscore the urgency of transitioning to more sustainable models. In this context, independent brand ratings serve as a crucial tool, guiding consumers away from brands contributing to these problems and towards those actively working towards solutions.
Spotlight on Excellence: Australian Innovation in Sustainable Fashion
Australia has emerged as a leader in sustainable fashion this quarter, with three brands receiving commendations for their outstanding practices. These successes demonstrate a growing commitment to ethical production within the Australian design landscape.
Goodnap, a sleepwear brand, topped the list with an exceptional score of 98 out of 100 points. Goodnap distinguishes itself by prioritizing both equitable employment opportunities and the use of lower-impact materials. Their linen and organic cotton restwear is handcrafted by survivors in Cambodia, offering dignified work and contributing to their rebuilding lives. This model exemplifies a holistic approach to sustainability, integrating social responsibility with environmental stewardship.
Sydney-based jewellery brand, Serpent and the Swan, also received high marks. Specializing in deeply personal keepsake items such as necklaces, rings, bracelets, and earrings, the brand commits to ethical sourcing and production. All pieces are crafted by hand to order, significantly reducing waste associated with mass production. Crucially, Serpent and the Swan exclusively uses recycled fine metals, a practice that drastically reduces the environmental impact typically associated with metal mining and processing. Their commitment to artisanal quality combined with recycled materials offers a compelling blueprint for sustainable luxury.
Another Australian brand, BJ’s PJs, demonstrated significant improvement and maintained a high rating. Founded on the principle of creating minimal, comfortable, and supportive lounge and sleepwear, BJ’s PJs focuses on using lower-impact materials. The brand takes its commitment further by manufacturing garments locally, thereby reducing the carbon footprint associated with long-distance shipping. Furthermore, BJ’s PJs traces most of its supply chain, offering greater visibility and accountability for its production processes. The brand also promotes inclusivity by offering sizes from XS to 4XL, ensuring sustainable fashion is accessible to a broader audience.
Global Innovators: Other Top-Rated Brands Pushing Boundaries
Beyond Australia, two other brands stood out for their commitment to sustainability, demonstrating that ethical fashion is a global movement.
All We Remember, a US-based brand, earned high praise for its foundational belief that "marrying innovative design and responsible ecological production is the best way forward." The brand’s philosophy translates into gender-neutral clothing made with lower-impact materials and local manufacturing. This approach not only minimizes environmental impact but also fosters local economies and ensures more ethical labor practices. All We Remember’s commitment to gender neutrality also speaks to a broader, more inclusive vision for fashion.
Similarly, Purusha People, another US brand, continues to impress with its range of activewear. Known for adding dainty details to its pieces, Purusha People utilizes organic plant-based materials designed to wick away sweat, making them ideal for yoga and other practices. The brand’s focus on natural, breathable fabrics minimizes the reliance on synthetic materials, which often contribute to microplastic pollution. Purusha People also champions inclusivity, offering its pieces in sizes XS-4XL. Their consistent high ratings and improved scores reflect an ongoing dedication to ethical production and sustainable innovation in the activewear market.
The Persistent Gap: Small vs. Large Brands
A consistent pattern observed by Good On You for years was reinforced in the Q1 2026 ratings: smaller, independent brands overwhelmingly dominate the top-scoring categories, while larger, established corporations frequently populate the "We Avoid" list. This trend is particularly striking because large businesses possess significantly more purchasing power, influence, and resources to effect widespread positive change.
The analysis suggests that larger brands commonly fall short of the level of transparency and impact they ought to have. This could be attributed to complex, opaque global supply chains, a lack of agility in adapting to new sustainable practices, or a prioritization of profit margins over ethical considerations. Small brands, conversely, often build their business models around core values of sustainability and transparency from inception. Their direct relationships with suppliers, localized production, and ability to quickly implement changes contribute to their higher scores. This disparity highlights a critical challenge for the fashion industry: compelling its biggest players to leverage their scale for good, rather than allowing it to be an impediment to progress. The implications are significant; without major brands stepping up, the overall environmental and social footprint of the industry remains disproportionately high.
The ‘We Avoid’ Category: Brands Falling Short
The substantial number of brands scoring "We Avoid" – 113 out of 362 – is a clear indicator of widespread issues. These brands are deemed to be doing insufficient work for people, the planet, or animals, primarily due to a lack of transparency or concrete, verifiable action across their supply chains. A score of zero, as received by several brands this quarter, indicates a complete absence of publicly available information regarding their ethical and environmental practices, making it impossible for consumers to make informed decisions.
Five brands that received a zero score, ranking lowest among those in the "We Avoid" category, include:
- Urban Revivo
- Gerry Weber
- Documents Beauty
- Gas Jeans
- Cotton & Silk
These brands represent a range of fashion and beauty segments, underscoring that the transparency issue is not confined to a single product type or market. For consumers, a "We Avoid" rating, especially a zero score, serves as a strong recommendation against purchasing from these brands, as their practices remain unverified and potentially harmful. For the brands themselves, it’s a clear signal that a fundamental shift in their approach to transparency and sustainability is urgently required to regain consumer trust and meet evolving industry standards.
Consumer Empowerment and Industry Shift
The publication of these quarterly ratings by Good On You serves a dual purpose: it empowers consumers and pressures the industry. For consumers, the detailed ratings provide a reliable compass in the complex landscape of sustainable shopping, enabling them to align their purchasing power with their values. Every purchase from a highly-rated brand sends a clear message to the market, rewarding ethical practices and encouraging further investment in sustainability.
For brands, these ratings act as a powerful accountability mechanism. High scores offer a competitive advantage and a badge of honor, attracting a growing segment of ethically-minded consumers. Conversely, low scores can damage reputation and market share, creating a strong incentive for improvement. The continuous review process ensures that brands cannot rest on past laurels; they must constantly innovate and improve their practices to maintain or elevate their ratings. This dynamic creates a virtuous cycle, driving the entire industry towards greater responsibility.
Looking Ahead: The Evolving Landscape of Sustainable Fashion
The first quarter of 2026 highlights both the progress being made by conscientious brands and the immense work still required across the broader fashion and beauty sectors. The exemplary performance of small, transparent brands, particularly those from Australia, offers a blueprint for what is achievable. However, the persistent lag of larger corporations remains a critical concern, demanding more robust regulatory frameworks and increased consumer pressure.
As Good On You continues its mission, its ratings will remain an indispensable resource for navigating the complexities of sustainable consumption. The ongoing commitment to uncovering harm, calling out greenwashing, and championing brands doing good for people, the planet, and animals is vital in shaping a more ethical and sustainable future for fashion. The journey towards a fully transparent and responsible industry is long, but with tools like these ratings, consumers and advocates can continue to drive meaningful change, one conscious purchase at a time.
Editor’s note: Feature image by Serpent and the Swan, all other images via brands mentioned. Good On You publishes the world’s most comprehensive ratings of fashion and beauty brands’ impact on people, the planet, and animals. Use their directory to search thousands of rated brands.
