ATTITUDE is a Canadian company built on innovation and imagination with all-natural personal care and household products of the highest quality, with the lowest impact on our families and the planet. ATTITUDE is on a mission to reduce ingredients of concern* in homes by giving families the tools to enjoy healthier lives. To live consciously. What you put on your skin gets into your body. We all use countless products every day cleaning and caring for our families. Recent studies tell us many household and personal care products contain legally tolerated amounts of cancer-causing chemicals, mutagens and endocrine disruptors. Not ours. Like many things in nature, ATTITUDE was born in the spring — spring 2005, to be exact. Founded by Jean-François Bernier (JF) and Benoît Lord in Montreal, they set out to create a legacy their kids could and would be proud of. Inspired by their own families, they saw an incredible opportunity: To create a range of household products exclusively with natural ingredients that worked as well, if not better, than synthetic options. Superior quality at supermarket prices, accessible and affordable to all. ATTITUDE is not riding a trend — we are transforming the way our industry works. By being vertically integrated and endlessly curious, we create all our products end-to-end. This gives us intimate knowledge of our ingredients and the true benefits they bring to families like our own. By working with our own in-house lab, our innovation is limited only by our imaginations, inspiration and intuition. ATTITUDE launched with eight household cleaning products in 2006. Today, it has grown to 250 offerings across Bath & Body, Baby & Kids, Household and Pet Care, with new lines emerging with each epiphany. All of our products are made with natural, plant- and mineral-based ingredients that have the least impact on our families and the planet. These clean ingredients are developed with EWG's strictest standards in mind: free of cancer-causing chemicals, mutagens endocrine disruptors and other ingredients of concern. Our products are also ECOLOGO® and PETA Certified, hypoallergenic, vegan and cruelty-free.