Sydney, Australia – The first quarter of 2026 has seen a notable performance from Australian brands in the global sustainable fashion and beauty landscape, according to the latest ratings released by Good On You. Three Australian labels achieved high commendations, with one, sleepwear brand Goodnap, topping the charts with an impressive 98 out of 100 points. These results underscore a recurring pattern observed by analysts: smaller, more agile brands consistently demonstrate greater transparency and commitment to ethical practices than many larger industry players. Good On You’s Q1 2026 assessment reviewed 362 brands globally, revealing that only a small fraction—28 brands, or approximately 8%—met the stringent criteria to be rated "Good" or "Great." Conversely, a significant 113 brands, or 31%, received the lowest possible rating, "We Avoid," primarily due to a lack of public transparency regarding their environmental, labour, and animal welfare impacts.
The Crucial Role of Brand Ratings in Sustainable Consumption
Good On You, a leading authority in ethical consumer guidance, has been at the forefront of evaluating fashion and beauty brands since its inception in 2015. Their mission is deeply rooted in empowering consumers to make informed purchasing decisions by providing transparent and accessible ratings on brands’ sustainability efforts. This initiative was launched in response to a growing consumer demand for accountability within an industry often criticised for its opaque supply chains and significant environmental and social footprint.
The methodology employed by Good On You analysts is comprehensive, delving "between the seams" to uncover practices that impact people, the planet, and animals. This involves a meticulous review of publicly available information, including corporate social responsibility reports, certifications from independent bodies, material sourcing policies, labour practices, and animal welfare commitments. Brands are rated across these three key pillars, with a premium placed on transparency. If information is not made public, it cannot be factored into a brand’s score, creating a powerful incentive for companies to disclose their practices openly. Each month, analysts update existing ratings and assess new brands, ensuring that the information provided to consumers remains accurate and reflects the most current progress (or lack thereof) a brand is making. This dynamic rating system can be accessed via the Good On You app and its online directory, serving as an essential resource for conscious shoppers worldwide.
Q1 2026 Performance: A Stark Reality Check
The first three months of 2026, spanning January, February, and March, saw a concentrated effort by Good On You analysts to evaluate a fresh batch of brands. Out of the 362 brands scrutinised, the statistics paint a clear picture of the industry’s ongoing challenges. The mere 8% achieving "Good" or "Great" ratings highlights the significant gap between aspiration and actionable commitment within the broader fashion and beauty sectors. This low percentage is not an anomaly but rather a consistent trend observed over several rating cycles, indicating that a majority of brands either fall short in implementing responsible practices or fail to adequately communicate their efforts to the public. The reliance on public disclosure means that brands, regardless of their internal initiatives, are penalised if they do not make this information readily accessible to consumers and third-party evaluators.
Australian Innovators Lead the Pack
Amidst these challenging industry statistics, Australian brands have emerged as beacons of best practice in Q1 2026. Their strong showing underscores a burgeoning commitment to sustainability within Australia’s design and manufacturing sectors, often driven by a clear mission and a hands-on approach to supply chain management.
Leading the charge with an exceptional score of 98 out of 100 points is Goodnap, an Australian sleepwear brand. Goodnap’s exemplary rating is attributed to its unwavering commitment to equitable employment opportunities and its exclusive use of lower-impact materials. The brand distinguishes itself by crafting linen and organic cotton restwear, handmade by survivors rebuilding their lives through dignified work in Cambodia. This direct link to social impact, coupled with a focus on sustainable material sourcing, positions Goodnap as a benchmark for ethical production within the sleepwear segment. The brand’s dedication to both environmental stewardship and social equity resonates strongly with Good On You’s holistic assessment criteria.
Another notable Australian brand is Serpent and the Swan, a Sydney-based jewellery label. This brand specialises in creating deeply personal keepsake items, including necklaces, rings, bracelets, and earrings. Its high rating stems from a commitment to responsible material use and artisanal production. All pieces are crafted by hand to order, utilising recycled fine metals. This approach not only minimises the environmental impact associated with new metal extraction but also champions a slower, more deliberate form of consumption, contrasting sharply with fast fashion’s disposability.
BJ’s PJs, also an Australian entity, received an improved score in its most recent review, reflecting its ongoing dedication to sustainable practices. Founded with the mission to create minimal, comfortable, and supportive lounge and sleepwear, BJ’s PJs prioritises lower-impact materials. Crucially, the brand manufactures its garments locally, a strategic decision that significantly reduces the carbon footprint associated with international shipping and supports local economies. Furthermore, BJ’s PJs demonstrates a commendable level of transparency by tracing most of its supply chain, offering consumers insight into the journey of their garments. The brand also champions inclusivity by offering its range in an extensive size spectrum from XS to 4XL.
Beyond Australia, two other brands showcased strong performance and improved ratings in the latest review:
- Purusha People: This brand infuses dainty details into its range of activewear, focusing on organic, plant-based pieces designed to wick away sweat while maintaining a "chill" aesthetic. Purusha People’s commitment to natural fibres and sustainable production methods aligns with the growing demand for eco-conscious athletic wear. Their pieces are available in sizes XS-4XL.
- All We Remember: Hailing from the US, this brand operates on the principle that "marrying innovative design and responsible ecological production is the best way forward." All We Remember offers gender-neutral clothing made with lower-impact materials and embraces local manufacturing, thereby reducing its environmental footprint and supporting regional economies.
The Transparency Paradox: Small vs. Large Brands
A consistent and concerning trend highlighted by Good On You’s Q1 2026 ratings, and indeed across years of analysis, is the disparity between small and large brands’ sustainability performance. All of the top-rated brands in this quarter’s list are comparatively small businesses, while the worst-rated entities are predominantly large corporations. This reinforces a pattern that has become increasingly evident: despite possessing vastly greater purchasing power, financial resources, and influence to effect widespread change, bigger businesses frequently fall short of the transparency and impact they ought to demonstrate.
The reasons for this "transparency paradox" are multifaceted. Large brands often operate with highly complex, global supply chains that span numerous countries and involve countless suppliers, making comprehensive tracing and auditing a monumental task. The sheer scale of their operations can also lead to inertia, making it difficult to pivot quickly to more sustainable materials or ethical labour practices without significant overhaul costs and logistical challenges. Furthermore, some large corporations may perceive the disclosure of supply chain details as proprietary information or fear that revealing imperfections could damage their brand image, rather than embracing transparency as an opportunity for continuous improvement and consumer trust-building. In contrast, smaller brands often have more direct control over their production processes, allowing for greater oversight, easier implementation of ethical practices, and a more straightforward path to transparency. Their brand identity is frequently built upon these very ethical foundations, making transparency a core value rather than a burdensome requirement.
The "We Avoid" List: A Call for Accountability
The reverse side of the top performers is the significant number of brands that received Good On You’s lowest rating: "We Avoid." In Q1 2026, 113 out of 362 rated fashion and beauty brands—a staggering 31%—fell into this category. These brands are deemed to be doing insufficient work for people, the planet, or animals, primarily due to a severe lack of transparency or concrete action across their supply chains. A score of zero against Good On You’s methodology signifies a complete absence of public information, making it impossible for consumers or analysts to assess their impact.
Among the brands that received the lowest possible score of zero in Q1 2026, compelling consumers to "We Avoid" them, are:
- Urban Revivo
- Gerry Weber
- Documents Beauty
- Gas Jeans
- Cotton & Silk
The inclusion of these brands on the "We Avoid" list serves as a critical warning to consumers and a strong signal to the brands themselves. It highlights that without public accountability and verifiable efforts towards sustainability, brands risk losing the trust of an increasingly conscious consumer base. The continued presence of major brands on such lists underscores the urgent need for systemic change within the industry, pushing for greater transparency and genuine commitment to ethical production from all players, regardless of their size.
Implications for the Future of Fashion and Consumer Choice
The Q1 2026 Good On You ratings provide valuable insights into the current state of the sustainable fashion and beauty industry. The success of smaller, mission-driven brands, particularly those from Australia, demonstrates that ethical and environmentally responsible practices are not only achievable but can also lead to market recognition and consumer loyalty. Conversely, the persistent struggles of larger brands with transparency and tangible action highlight the significant work still required to transform the industry at scale.
These ratings empower consumers with the knowledge to make purchasing decisions that align with their values, effectively using their spending power to champion brands doing good and pressure those falling short. For brands, the Good On You ratings serve as both a benchmark and a catalyst for improvement. The clear methodology and public visibility of scores encourage brands to invest in more sustainable materials, improve working conditions, adopt animal-friendly practices, and, critically, communicate these efforts transparently. As consumer awareness continues to grow and regulatory pressures increase, the imperative for brands to integrate sustainability into their core operations and be open about their progress will only intensify, shaping a more accountable and responsible future for global fashion and beauty.
