Personal Care Mostly marketing
Bamboo Toothbrush
Better than virgin plastic — but not the way it's marketed
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Honest lifecycle assessments
Most "eco" products are compared against the worst alternative. We compare them against what you'd actually do.
Grounded in peer-reviewed lifecycle research, each assessment ends in a plain verdict: genuinely better, depends on your habits, or mostly marketing.
Genuinely better
The rare product where the evidence holds up.
Depends on your habits
A win under specific habits — we spell out which.
Mostly marketing
Real gains too small to justify the halo.
How we judge
01 Compared against reality
Every product is judged against what it actually replaces — including the option of buying nothing. A steel bottle beats bottled water; it never beats the glass you already own.
02 The whole life, not the label
Manufacturing is only the beginning. Washing, energy, upkeep, and hygiene often outweigh production — a use phase most eco-marketing quietly ignores.
03 Break-even or it didn't happen
Durable "eco" products carry a bigger up-front footprint. We calculate how long each one takes to pay that back — and say plainly when it never will.
04 Honest about scale
A toothbrush swap saves grams; a flight skipped saves a tonne. We tell you which decisions are big and which are rounding errors.
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