CERTIFIEDThe Truly Free Badge System
Clear Standards.Your Choice.
There's no single definition of "better" for everyone. So we publish the criteria behind every Truly Free Badge — what it means, what a product has to meet, and how it's checked — and let you shop by the standards that matter to you.
2,000+
products approved
17
badges & growing
100+
total requirements
Meet The Truly Free Badges
Fifteen standards at launch. Open any one to see what it means, what a product must meet, and how it's reviewed.
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TF STANDARD
TF STANDARDShowing 5 of 7 badges
We don't say ‘non-toxic.’
We show you the list.
Vague claims are everywhere on cleaning and personal-care products. We skip them. We created our Restricted Substance List, a clear list of ingredients and substances that a product cannot include in order to have the Truly Free From™ Badge. When you see this badge, you know the product is Truly Free From™ anything on the list.
Truly Free From™
The Restricted Substance List
The Truly Free From™ badge means every intentionally added ingredient in this product cleared Truly Free's published Restricted Substance List, based on evidence the brand provided and Truly Free reviewed. This standard was created and is administered by Truly Free — not by an independent third party. It is a formulation standard, not a safety, health, or medical claim.
THE PROCESS
How a product earns a badge
Step 01
Standards are defined
Every badge has documented requirements including what it covers, what qualifies, and what a brand has to provide. Those requirements are published for maximum transparency for our shoppers.
Step 02
Brands provide requirements
Depending on the standard: a full ingredient disclosure, a complete packaging bill of materials, current third-party certificates, or Certificates of Analysis. A signed attestation accompanies the evidence, it never replaces it.
Step 03
Requirements are verified
Every Truly Free standard is reviewed by our team against the published criteria before the badge appears. Certified standards are checked for a valid, in-scope, unexpired certificate. Truly Free does not conduct independent laboratory testing itself.
Frequently Asked Questions
Truly Free Badges are shopping filters built on published criteria, a product either meets them or doesn’t. Every badge sits in one of two visible lanes: Truly Free Standards (Truly Free wrote the criteria and reviews the evidence) and Third-Party Certified (seller provides required certifications).
Every badge has a defined set of requirements. Products are reviewed against those criteria and must meet every requirement for a badge before they can earn it.
Badge criteria with the “TF Standard” were created and are administered by Truly Free, not by an independent third party. Third-Party Certified badges follow the named certifier’s program (USDA NOP, GOTS, Leaping Bunny). Sellers must either meet the published TF Standards, or provide a Third-Party Certification to meet all badge criteria.
No, not all products on Truly Free carry a Truly Free Badge. Badges are only displayed on products where sellers have applied for that badge and Truly Free has reviewed the required information to confirmed the product meets the criteria for that badge. You can shop across Truly Free whether or not a product currently carries a badge.
It doesn’t necessarily mean the product doesn’t meet the standard. It may simply mean the product hasn’t been reviewed for that badge yet or that we don’t have the information needed to confirm it qualifies. A missing badge should not be interpreted as a negative rating of the product.
The Truly Free From™ badge means every intentionally added ingredient in this product cleared Truly Free’s published Restricted Substance List, based on evidence the brand provided and Truly Free reviewed. This standard was created and is administered by Truly Free, not by an independent third party. It is a formulation standard, not a safety, health, or medical claim.
Yes. A product can earn every badge it qualifies for. For example, one product might be Unscented, Cruelty-Free, and Made in America — making it easier to find products that meet multiple priorities at once.
Only Third-Party Certified badges relay an official certification, and each names its certifier. Truly Free Standards are published criteria created and administered by Truly Free, not by an independent third party.