ATTITUDE

What ATTITUDE does

ATTITUDE is a privately held Canadian manufacturer of vegan, naturally derived personal care, baby care, sun care, skincare, and household cleaning products, founded in 2006 and headquartered at 5605 De Gaspé in Montréal, Quebec. The company sells under the master ATTITUDE brand and four sub-brands: Oceanly (plastic-free skincare and hybrid makeup with biodegradable FSC-certified packaging), Sunly (EWG VERIFIED mineral SPF sun care using non-nano zinc oxide), baby leaves (sensitive-skin infant and kids care), and Super Leaves (plant-based hair care). All SKUs across the catalog are EWG VERIFIED and PETA-certified vegan and cruelty-free, with 10,000+ ingredients banned per EWG's strictest standard, and many products use plastic-free or FSC-certified biodegradable packaging paired with a tree-planting initiative.

The company's technology platform is rooted in formulation chemistry rather than software: proprietary EWG-compliant ingredient systems, non-nano zinc oxide mineral sunscreen filters that form a surface-level UV barrier, and a phytoglycogen (Zea Mays Phytoglycogen) ingredient platform in Oceanly positioned as longer-term hydrating than hyaluronic acid. The commercial stack is built on Shopify for the owned e-commerce storefront (operated in English and French for Canada, with US shipping), Klaviyo for email automation, Google Analytics for traffic and ad optimization, PayPal/ShopPay/Google Pay at checkout, and FedEx for fulfillment. A dedicated wholesale channel ([email protected]) and a wholesale/ambassador program ([email protected]) extend distribution beyond DTC, while a $20/$20 referral program, a rewards program (1 point per $1 spent), and Subscribe & Save auto-replenishment at a 10% discount support retention.

ATTITUDE generates revenue through three streams: one-time direct product sales via the Shopify storefront (unit prices ranging from C$5.95 for baby dish soap to C$49.95 for Pro-age face cream/serum), recurring subscription revenue through Subscribe & Save with 1-6 month delivery intervals, and wholesale distribution to retail partners. Pricing leverages bundle discounts of up to 25%, subscription savings of 10%, and free shipping above C$74. Target customer segments are consumer-persona based: health-conscious adults seeking ingredient transparency, parents seeking safe products for infants and kids, eco-conscious households prioritizing plastic reduction and biodegradability, mineral sunscreen buyers, and sensitive-skin/fragrance-free shoppers. The company cites 68,000+ five-star reviews, an in-house expertise claim, and a multi-channel marketing mix spanning content, email, organic social, referral, and influencer/ambassador activation.

Name

ATTITUDE

Legal name

ATTITUDE

Website

https://attitudeliving.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

101–250 employees

Short description

ATTITUDE is a Canadian vegan, naturally derived personal care and household products brand, founded in 2006 and headquartered in Montréal, selling EWG VERIFIED skincare, sun care, baby care, hair care, and cleaning products through its own Shopify store, subscription auto-replenishment, and wholesale channels.

Ownership category

akta.pro rank

Product category

Natural Personal Care & Household Products

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Natural/Organic & Clean Skincare (CRABAAAH)

akta.pro secondary industries

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC), Baby Skincare (Lotions, Creams, Oils) (CRABAJAB), Deodorants & Antiperspirants (CRADANAA)

Keywords

• Natural personal care products
• Vegan household cleaning products
• Mineral sunscreen skincare
• EWG verified cosmetics
• Plastic free beauty products

Headquarters

HQ city

Montréal

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Direct Product Sales: ATTITUDE generates revenue through direct-to-consumer sales of personal care, baby care, household cleaning, and skincare products via their e-commerce platform. Products include body care, hair care, sun care, baby products, cleaning products, and the Oceanly skincare/makeup sub-brand.
2. Subscription/Auto-Replenishment: Monthly subscription service allowing customers to receive products automatically on a recurring basis (1-6 month intervals), providing predictable recurring revenue with 10% subscriber discount.
3. Wholesale Distribution: Products sold through retail partners and wholesale channels, as indicated by wholesale inquiry contact ([email protected]) and ambassador program.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

ATTITUDE manufactures and sells vegan, naturally derived personal care, baby care, household cleaning, and skincare products formulated to EWG VERIFIED standards with over 10,000 banned ingredients. The company markets through sub-brands including Oceanly (plastic-free skincare and hybrid makeup), Sunly (mineral SPF sun care), Super Leaves (plant-based hair and body care), and baby leaves (gentle baby and kids products), distributed primarily via direct-to-consumer e-commerce and supplemented by wholesale channels.

Product overview

ATTITUDE is a Canadian vegan and natural personal care and household products company offering a diverse portfolio organized across multiple sub-brands and product lines. The core ATTITUDE brand encompasses body care (body wash, body lotion, hand cream), hair care under the Super Leaves sub-brand (shampoo, conditioner, hair masks), and household cleaning products (laundry detergent, dish soap, all-purpose cleaners). The Oceanly sub-brand provides plastic-free skincare and hybrid makeup including cleansers, moisturizers, serums, blush, bronzer, and highlighter. The Sunly sub-brand offers mineral SPF 30-50+ sun care products for face and body. The baby leaves sub-brand specializes in gentle baby and kids products including 2-in-1 shampoo/body wash, bubble bath, and baby lotion. Additional offerings include personal care (deodorant, toothpaste), pet care, and value-added services including a subscription program (Subscribe & Save), bundled product sets, and a loyalty Rewards Program. All products are EWG VERIFIED, vegan, and made with naturally derived ingredients, with packaging designed to reduce plastic waste through refill options and FSC-certified biodegradable materials.

Differentiator

Problem solved

Functional benefit

Brands

• Oceanly™: Plastic-free makeup and skincare sub-brand featuring products with natural ingredients, vegan collagen, and biodegradable packaging. Includes face cleansers, moisturizers, serums, makeup items (blush, bronzer, highlighter, mascara, foundation).
• Sunly®
• baby leaves™
• Super Leaves™

Products and services

• ATTITUDE Main Brand (Body, Hair, and Household Essentials) Umbrella brand offering vegan, naturally derived body care (body wash, body lotion, hand cream, body scrub), hair care, and household cleaning products for health- and eco-conscious adult consumers.
• Oceanly Skincare and Makeup Plastic-free skincare and hybrid makeup sub-brand offering face cleansers, moisturizers, serums, eye creams, night masks, blush, bronzer, highlighter, mascara, foundation, and eyeshadow with 99%+ natural origin ingredients and biodegradable FSC-certified cardboard packaging.
• Sunly Mineral SPF Sun Care Mineral broad-spectrum SPF 30 and SPF 50+ sun care sub-brand using non-nano zinc oxide filters, available as sprays, sticks, lotions, and tinted formats for adults, kids, and babies.
• Super Leaves Hair and Body Care Plant-based hair care and body care sub-brand featuring shampoo, conditioner, 2-in-1 products, hair masks, hair oils, body washes, and moisturizers formulated with ingredients such as olive leaf extract, watercress, Indian cress, and grape seed oil, with 95-98% naturally derived ingredients.
• baby leaves Baby and Kids Care Gentle baby and kids care sub-brand offering 2-in-1 shampoo and body wash, bubble bath, body lotion, baby wipes, laundry detergent, baby-safe dish soap, baby sunscreen, kids sunscreen, and kids bath and body products that are dermatologically tested, EWG VERIFIED, and designed for sensitive skin.
• Pro-age Skincare Collection Anti-aging or pro-aging skincare line including face cream with hyaluronic acid, face serum with collagen, eye cream, night mask, cleansing oil, and revitalizing cleansing gel targeting mature skin concerns.
• Household Cleaning Products Eco-friendly household cleaning line including laundry detergent, fabric softener, stain remover, dish soap, dishwasher pods, all-purpose cleaner, bathroom cleaner, floor and glass cleaner, kitchen cleaner, air freshener, room spray, and air purifier, all formulated with naturally derived ingredients and EWG VERIFIED.
• Personal Care Products Daily personal care line including aluminum-free deodorant (in plastic and plastic-free formats), fluoride toothpaste in whitening and fresh breath variants, and lip balms that are EWG VERIFIED and made with naturally derived ingredients.
• Pet Care Products Pet care product line featuring gentle, naturally derived formulas suitable for use on animal companions across multiple pet care applications.

Quantifiable outcome

• Over 68,000 5-star reviews demonstrating customer satisfaction and product effectiveness
• +2 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• ShopifycoreTechnology or IntegrationE-commerce platform provider powering the ATTITUDE online store. Handles payment processing, inventory management, and store infrastructure.
• PayPalcoreTechnology or IntegrationPayment processing partner enabling secure checkout options for customers.
• FedExminorOthersShipping and logistics partner for order delivery to customers.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Beautycounter: Beautycounter is a clean beauty brand with rigorous ingredient standards across skincare, body care, and sun protection — comparable to ATTITUDE's EWG VERIFIED® positioning and Oceanly/Sunly sub-brands.
• The Honest Company: Honest Company offers clean, naturally-derived baby, personal care, and household products via DTC and major retail — closely overlapping ATTITUDE's portfolio across baby leaves, body care, and household lines.
• Seventh Generation: Seventh Generation focuses on eco-friendly household cleaning and personal care products with strong sustainability credentials, overlapping ATTITUDE's household cleaning line and plastic-reduction positioning.
• The Ordinary (DECIEM): DECIEM's The Ordinary is a science-driven, transparent-ingredient skincare brand with strong DTC presence and ingredient-led positioning, comparable to ATTITUDE's Oceanly skincare line and clean beauty stance.
• Method Products: Method produces naturally-derived, design-forward household and personal care products (cleaners, hand soap, body wash) sold through retail — directly comparable to ATTITUDE's household and body care assortment.
• Dr. Bronner's: Dr. Bronner's is an established natural-ingredient personal care brand with soaps, body care, and household products emphasizing organic and fair-trade certifications, directly comparable to ATTITUDE's clean formulation philosophy.

Emerging players

• Babo Botanicals: Babo Botanicals specializes in plant-based baby and family personal care, directly comparable to ATTITUDE's baby leaves sub-brand in formulation philosophy and target customer.
• Pipette: Pipette is a clean, science-backed baby and family skincare brand from Amyris, overlapping ATTITUDE's baby leaves sub-brand in clean ingredient standards and sensitive-skin positioning.
• Grove Collaborative: Grove Collaborative is a DTC-led clean household and personal care brand and retailer with its own private-label and curated third-party brands, comparable to ATTITUDE's DTC model and natural household focus.

Broad incumbents

• Mrs. Meyer's Clean Day: Mrs. Meyer's (owned by S.C. Johnson) offers naturally-derived household cleaners and personal care products with broad retail distribution, competing in many of the same household and hand/body categories as ATTITUDE.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/attitudeliving
• Facebookfacebook.com/ATTITUDEconsciously

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ATTITUDE