What Good On You does

Good On You, founded in 2015 and headquartered in Surry Hills, NSW, Australia, operates a consumer-facing sustainability ratings platform covering fashion and beauty brands. Its core product is a five-point rating system (We Avoid through Great) that evaluates over 6,000 brands across 100+ sustainability issues organized into three pillars: people (labour rights, living wages, worker safety), planet (environmental impact, carbon emissions, chemicals), and animals (animal welfare). Ratings are delivered through a searchable directory at directory.goodonyou.eco, a mobile app, and a browser extension, with accompanying editorial content via the Good On You Journal. In 2024 the company launched the Beauty Sustainability Scorecard, extending its methodology to 239 beauty brands across 42 issues including fragrance transparency and living wages.

The company monetizes through two primary streams. First, affiliate marketing commissions earned when consumers purchase from partner brands via tracked links, using affiliate infrastructure (Tune, Everflow). Second, B2B platform partnerships that license the proprietary ratings data to e-commerce and retail platforms such as Zalando, enabling those platforms to surface sustainability information to their own shoppers. Consumer access to ratings and the directory is free, with the company operating a product-led growth model. As of September 2023, Good On You had a team of 24 people (61% identifying as women, 17% as BIPOC) led by co-founder and CEO Gordon Renouf alongside founder Sandra Capponi, with the leadership team comprising 7 individuals.

Good On You is a privately held company (Good On You Pty Ltd, incorporated in NSW) with no disclosed venture capital funding amounts, though investors named in cap table data include Unibail-Rodamco-Westfield (December 2023), Plug and Play, AngelHub, and PDS Ventures. The company operates globally via its digital channels while being legally domiciled in Australia, and positions itself as addressing the gap between stated consumer intent to shop sustainably (74%) and the practical difficulty of identifying ethical brands amid greenwashing.

Name

Good On You

Legal name

Good On You Pty Ltd

Website

https://goodonyou.eco

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Good On You is a Sydney-based sustainability ratings platform that evaluates over 6,000 fashion and beauty brands across 100+ issues, serving conscious consumers via a free directory and app, and monetizing through affiliate commissions and B2B data licensing to e-commerce platforms.

Ownership category

akta.pro rank

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Others

Revenue model

1. Affiliate Marketing: Good On You earns commission when users purchase from partner brands through tracked affiliate links. The platform uses affiliate tracking software including Tune and Everflow to identify referred sales and charge partners commission.
2. Platform Partnerships: The company licenses its ratings data to innovative platforms that use Good On You ratings to power better shopping choices for consumers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Good On You rates fashion and beauty brands on sustainability across three pillars — people (labour rights, living wages, worker safety), planet (environmental impact, carbon emissions, chemical management), and animals (animal welfare policies) — using a proprietary five-point scale. It delivers these ratings to conscious consumers through a searchable online directory of 6,000+ brands, a mobile app, and a browser extension, and licenses the underlying ratings data to e-commerce platforms through a Partnerships Program.

Product overview

Good On You operates a brand sustainability ratings platform consisting of a core Brand Ratings system and Brand Directory that evaluates fashion and beauty brands across three pillars (people, planet, animals) using a five-point scale. The platform is delivered through multiple channels: a searchable online directory, mobile app, and browser extension. Supporting content is provided through the Journal editorial platform featuring brand reviews, material guides, and industry news. For enterprise customers, a Partnerships Program licenses ratings to third-party platforms. The company has also published research including an annual Fashion Brand Ratings report and a Beauty Sustainability Scorecard covering 239 beauty brands.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Ratings Proprietary sustainability rating system evaluating fashion and beauty brands on a five-point scale (We Avoid, Not Good Enough, It's a Start, Good, Great) across three pillars: people (labour rights, living wages, worker safety), planet (environmental impact, carbon emissions, chemical management), and animals (animal welfare policies). Used by consumers to inform purchasing decisions and by platform partners to power sustainability features.
• Brand Directory Searchable online directory of over 6,000 rated fashion and beauty brands, filterable by category (e.g. tops, dresses, skincare, haircare), location, and rating level. Serves as the primary consumer-facing discovery surface and the data backbone for partner integrations.
• Mobile App Smartphone application (iOS/Android) providing on-the-go access to Good On You's brand ratings and directory for consumers, enabling them to check brand sustainability while shopping in-store or online.
• Browser Extension Browser extension that surfaces Good On You's sustainability ratings while consumers shop on third-party e-commerce sites, displaying brand rating overlays at the point of purchase.
• Partnerships Program Enterprise B2B program that licenses Good On You's proprietary ratings data to e-commerce platforms and marketplaces (e.g., Zalando), enabling them to embed sustainability information into their own shopping experiences and support consumer trust and regulatory positioning.

Quantifiable outcome

• Only 9.6% of 5,800 brands scored 'Good' or 'Great' across environment, labour, and animal welfare categories
• +5 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Platform Partners (Zalando and other e-commerce platforms)coreGTM or Marketing PartnerGood On You partners with innovative platforms that use their ratings to power better shopping choices. The company logo appears on their website indicating Zalando and other unnamed platforms use Good On You ratings data.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• DoneGood: Browser extension and marketplace that surfaces ethical and sustainable brands at the point of purchase. Closely comparable on product surface (browser extension) and consumer intent (affiliate-driven ethical shopping) to Good On You's extension and affiliate business.
• Project Cece: European sustainable fashion comparison platform aggregating certifications and ethical labels across fashion brands. Comparable as a discovery/directory play in the same conscious-consumer fashion segment, with similar affiliate monetization.
• Eco-Stylist: Online directory and discovery platform for sustainable and ethical fashion brands. Directly comparable consumer-facing directory model focused on the same conscious-consumer audience and brand-curation value proposition.
• HowGood: Sustainability data and ratings platform serving CPG and retail brands with ingredient-, material-, and brand-level impact data. Highly comparable to Good On You because both sell verified sustainability intelligence to consumers and license ratings/data to enterprises, with overlapping methodologies.
• Yuka: Mobile app that rates food, cosmetic, and personal care products on health and environmental impact using a simple A-E color scale. Directly comparable consumer ratings product, particularly in the beauty/personal care categories where Good On You has expanded.

Broad incumbents

• Fair Trade Certified: Established third-party certification for ethical sourcing and labor standards across apparel, beauty, and food categories. Comparable as a brand-credibility layer that consumers and retailers use to evaluate fashion and beauty brands, but is standards-based rather than comparative ratings.
• B Lab (B Corporation): Global nonprofit certifying companies on social and environmental performance. Comparable as a sustainability-credibility authority serving similar brands and conscious consumers, but operates as a paid certification rather than a ratings marketplace.
• Bluesign: Industry-leading certification and data provider for textile chemical and environmental management. Comparable as an upstream sustainability-data provider that retailers increasingly surface to consumers, competing for the same B2B licensing wallet.

Others

• Sustainable Brands: Media and events community focused on brand-led sustainability. Adjacent, not competitive: useful comparable for the editorial/content-revenue leg of Good On You's business and a potential content partnership channel rather than a direct rival.

Emerging players

• Consider Beyond: Curated marketplace and discovery platform for sustainable fashion brands. Emerging partial competitor in the same conscious-consumer fashion discovery category with marketplace (rather than affiliate) monetization.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/goodonyou_app
• Xx.com/goodonyou_app
• Facebookfacebook.com/goodonyouapp

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds5 records

Investors4 records

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 Good On You