The first quarter of 2026 has concluded with significant insights into the sustainability performance of fashion and beauty brands globally, as compiled by leading ethical consumer guide, Good On You. Three Australian brands have garnered high praise, with one, Goodnap, achieving an exceptional 98 out of 100 points. This quarter’s comprehensive analysis, which reviewed 362 brands, underscores the persistent challenges within the industry, yet also spotlights the burgeoning success of smaller, mission-driven labels.
Understanding the Imperative of Brand Ratings
Since its inception in 2015, Good On You has established itself as a crucial resource for consumers navigating the complex landscape of ethical and sustainable fashion and beauty. The organization’s mission is fundamentally rooted in transparency: to dissect brand claims, expose greenwashing, and highlight companies genuinely committed to positive impacts on people, the planet, and animals. This rigorous, evidence-based approach involves a team of analysts who continuously rate new brands and reassess existing ones, ensuring that the information provided to the public remains accurate and up-to-date. The core principle dictates that only publicly available information is considered, thereby incentivizing brands to be transparent about their practices.
The demand for such detailed ratings reflects a broader societal shift. Consumers are increasingly aware of the environmental and social costs associated with fast fashion and conventional beauty production. From exploitative labor practices in distant supply chains to the massive carbon footprint of manufacturing and transportation, and the environmental degradation caused by non-sustainable materials, the industry faces intense scrutiny. In response, platforms like Good On You empower individuals to make informed purchasing decisions that align with their values, fostering a more responsible consumer culture.
Q1 2026 Ratings: A Snapshot of Industry Progress and Stagnation
The first quarter of 2026 saw Good On You analysts evaluate 362 brands across various categories. The results reveal a striking disparity: only 28 brands, representing a mere 8% of the total assessed, achieved a "Good" or "Great" rating. This low percentage is not an anomaly but rather a consistent trend observed over several years, indicating that a significant portion of the industry either fails to adopt sufficiently responsible practices or, critically, neglects to disclose their efforts publicly. Given Good On You’s reliance on accessible information, a lack of transparency is as detrimental to a brand’s score as a lack of tangible action.
Conversely, a substantial 113 brands – approximately 31% of those rated – received the lowest possible score, "We Avoid," many of them scoring zero points. These brands are flagged for their demonstrable lack of commitment to ethical and sustainable practices, or, more commonly, for their complete absence of public information regarding their environmental, social, and animal welfare impacts. This highlights a pervasive issue of non-disclosure among many players in the global market.
The Disparity: Small Innovators Outperform Industry Giants
A recurring pattern observed in Good On You’s ratings, and reinforced in Q1 2026, is the superior performance of smaller brands compared to larger corporations. All the top-rated brands in this quarter are independent, smaller-scale enterprises, while the majority of the "We Avoid" brands are large, established entities. This trend suggests that despite their immense purchasing power, extensive resources, and global influence, larger businesses often fall short in demonstrating the level of transparency and positive impact expected of them.
This phenomenon can be attributed to several factors. Smaller brands are often founded on specific ethical missions, driven by passionate entrepreneurs who prioritize sustainability from conception. Their supply chains are typically shorter, more localized, and easier to monitor, allowing for greater control over material sourcing, manufacturing processes, and labor conditions. They can adapt more quickly to sustainable innovations and implement transparent reporting mechanisms without the bureaucratic hurdles faced by large conglomerates.
In contrast, larger corporations often grapple with complex, multi-tiered global supply chains that span numerous countries and involve countless suppliers, making comprehensive oversight and traceability incredibly challenging. Their business models are frequently optimized for scale and cost-efficiency, which can inadvertently deprioritize environmental and social considerations. Furthermore, publicly traded companies often face immense pressure from shareholders to maximize profits, which can conflict with the significant investments required for genuine sustainability transformations. Good On You analysts frequently highlight this disparity, urging industry giants to leverage their influence to drive systemic change rather than lagging behind nimble, ethical startups.
Spotlight on Q1 2026’s Top Performers: Paving the Way for Ethical Consumption
This quarter’s ratings celebrate five brands that exemplify dedication to sustainability, offering consumers genuinely ethical choices in fashion and jewellery.
Goodnap (98/100 points)
Topping the list with an almost perfect score, Australia’s Goodnap demonstrates how a brand can integrate social impact with environmental responsibility. Specializing in linen and organic cotton restwear, Goodnap partners with survivors rebuilding their lives through dignified work in Cambodia. This commitment to equitable employment opportunities directly addresses critical social justice issues within the fashion supply chain. Their use of lower-impact materials like organic cotton and linen further minimizes their environmental footprint, making them a benchmark for ethical sleepwear.
Serpent and the Swan
Based in Sydney, Australia, Serpent and the Swan is a jewellery brand that crafts deeply personal keepsake items, including necklaces, rings, bracelets, and earrings. Their commitment to sustainability is evident in their production methods: everything is meticulously handcrafted to order, reducing waste, and they exclusively use recycled fine metals. This approach not only champions circular economy principles but also ensures that each piece carries a story of mindful creation, resonating with consumers seeking enduring, responsibly sourced jewellery.
All We Remember
This US-based brand champions a philosophy that "marrying innovative design and responsible ecological production is the best way forward." All We Remember offers gender-neutral clothing, emphasizing inclusivity in design while adhering to strict sustainability standards. Their garments are made with lower-impact materials and prioritize local manufacturing, which significantly reduces the carbon footprint associated with long-distance shipping and supports local economies. This holistic approach to design and production showcases a comprehensive commitment to ethical fashion.
BJ’s PJs
Another impressive Australian entrant, BJ’s PJs was founded on the mission to create minimal, comfortable, and supportive lounge and sleepwear using lower-impact materials. The brand takes pride in manufacturing its garments locally, an intentional choice to reduce the environmental impact of shipping and foster community employment. Furthermore, BJ’s PJs actively traces most of its supply chain, demonstrating a commitment to transparency and accountability. Their dedication to inclusivity is also notable, offering clothes in a broad size range from XS to 4XL.
Purusha People
Purusha People infuses dainty details into its range of activewear, proving that sustainable fashion can be both functional and aesthetically pleasing. Their organic, plant-based pieces are designed to wick away sweat, making them ideal for yoga and other practices, while maintaining a "chill" aesthetic. By utilizing organic plant-based materials, they avoid the environmental harm associated with synthetic fabrics and conventional cotton farming. Purusha People also caters to a diverse customer base, with pieces stocked in sizes XS-4XL.
The "We Avoid" List: A Call for Greater Accountability
The first quarter of 2026 saw 113 out of 362 fashion and beauty brands receiving Good On You’s lowest score, "We Avoid," constituting 31% of the total. A significant number of these brands scored zero points, indicating an alarming lack of public information or concrete action across their supply chains concerning people, the planet, and animals. A zero score means that, based on Good On You’s methodology, the brand provides no credible public evidence of responsible practices in these critical areas. This might include a complete absence of data on their carbon emissions, water usage, waste management, or the origins of their materials. It also often points to a lack of clear policies on labor rights, fair wages, or animal welfare throughout their manufacturing processes.
Among the brands that ranked lowest, receiving a score of zero, are:
- Urban Revivo
- Gerry Weber
- Documents Beauty
- Gas Jeans
- Cotton & Silk
These brands serve as stark reminders of the ongoing challenges within the industry. Their inclusion on the "We Avoid" list is not merely a judgment but a call to action, urging these companies to enhance their transparency and implement meaningful sustainability initiatives. For consumers, this list provides clear guidance on which brands to reconsider when making purchasing decisions, thereby empowering them to exert pressure on the industry for systemic change.
The Broader Impact and Future Implications
The Q1 2026 ratings from Good On You reinforce the critical role that independent assessments play in driving the fashion and beauty industries towards greater sustainability. The success of small, ethically minded brands like Goodnap, Serpent and the Swan, All We Remember, BJ’s PJs, and Purusha People demonstrates that it is indeed possible to combine commercial viability with deep-seated commitments to ethical practices. These brands offer blueprints for a more responsible future, highlighting the benefits of local manufacturing, recycled materials, fair labor practices, and comprehensive supply chain transparency.
Conversely, the significant number of brands receiving "We Avoid" ratings underscores the vast amount of work that still needs to be done. It is a clear indication that many established players continue to operate with insufficient transparency and, by extension, likely insufficient action on environmental and social fronts. As consumer awareness grows and regulatory pressures intensify globally, these brands will face increasing scrutiny and potential market disadvantages if they fail to adapt.
The ongoing work of organizations like Good On You is therefore vital. By providing accessible, objective, and continuously updated ratings, they not only guide individual purchasing choices but also contribute to a broader movement that demands accountability from all stakeholders in the fashion ecosystem. The ultimate goal is to foster an industry where sustainability is not a niche concern but a fundamental aspect of every brand’s operations, benefiting people, the planet, and animals alike.
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 our directory to search thousands of rated brands.
