Attitude is a Canadian sustainability-focused brand founded in 2007 in Montreal. The brand specializes in EWG Verified, B Corp Certified, and Cruelty-Free certified personal care products across baby, family, and household categories. Attitude's positioning is "green without compromise" - they target consumers who want ingredient transparency and environmental responsibility without sacrificing product effectiveness.
This review covers the Attitude Baby lineup with current EWG ratings, sustainability certifications, and 60-day testing across our team. Attitude is one of the most-trusted "green" baby brands in 2026, with notable distribution growth in US natural-foods stores (Whole Foods, Sprouts) and direct-to-consumer e-commerce.
Is Attitude Baby safe? The certifications
Yes - Attitude Baby is one of the cleanest baby skincare brands available in the US. Every product is EWG Verified (requiring all ingredients to score 1-2 in EWG's database AND third-party confirmation of disclosed ingredients). The brand carries B Corp Certification (verified social and environmental responsibility) and Leaping Bunny Cruelty-Free certification.
Attitude is Made Safe certified and has signed the EU's stricter regulatory standards (despite being a Canadian brand selling in North America). This makes Attitude's ingredient standards meaningfully more rigorous than typical US baby brands.
Our top 6 Attitude Baby picks for 2026
Attitude Baby Leaves 2-in-1 Foaming Hair and Body Wash
EWG Verified, B Corp Certified, hypoallergenic. Fragrance-free or lightly scented with natural blueberry extract (not synthetic fragrance). Made in Canada. Plastic-recyclable bottle.
- EWG Verified
- B Corp
- Made in Canada
- Slightly less foam than mainstream brands
Attitude Baby Lotion Pear Nectar
EWG Verified daily moisturizer. Lightly pear-scented from pear extract (no synthetic fragrance). Plant-based emollients including shea butter and aloe. NEA-accepted.
- EWG Verified
- NEA-accepted
- Plant-based
- Light pear scent
Attitude Baby Diaper Rash Cream
EWG Verified, 20% zinc oxide. Plant-based formula. Hypoallergenic. Slightly lower zinc oxide concentration than premium diaper creams (which use 40%) but still effective for mild rashes.
- EWG Verified
- Plant-based
- 20% zinc oxide
- Lower zinc oxide than premium options
Attitude Baby Mineral Sunscreen Stick SPF 30
100% mineral (zinc oxide), EWG Verified. Stick format for easy application on face and small areas. Safe for babies 6 months and older (per AAP guidance). Water-resistant 80 minutes.
- EWG Verified
- 100% mineral
- Stick format
- SPF 30 (lower than SPF 50)
- Slight white cast
Attitude Foaming Hand Soap for Kids
A plant-based foaming hand soap sized for small hands, EWG Verified and gentle on skin. It cleans without harsh sulfates and the foam pump makes it easy for toddlers to use at the sink.
- EWG Verified, plant-based
- Gentle foaming formula
- Easy pump for small hands
- Foam runs out faster than gel soap
Attitude Baby Bubble Wash and Bath
Rare for the green-brand category: a true bubble bath at EWG Verified standards. Mild surfactants don't disrupt the urinary tract microbiome (a concern with conventional bubble baths under age 3). Use sparingly.
- EWG Verified
- True bubble bath formula
- Hypoallergenic
- Not recommended for daily use
- Lower bubble volume
What we love about Attitude
- EWG Verified across the entire line. Unlike many "green" brands that mix EWG Verified products with non-verified extensions, Attitude maintains EWG Verified status across every baby product.
- B Corp Certification. Independent verification of social and environmental responsibility beyond just ingredient quality.
- Made in Canada with EU-stricter standards. Canadian regulations are similar to EU; both are stricter than US FDA on cosmetic ingredients.
- Reasonable pricing for green-brand category. Attitude is 20-30% cheaper than competitive luxury green brands while maintaining higher ingredient standards.
What could be better
- Limited US distribution. Attitude is widely available in Whole Foods, Sprouts, and select natural-foods stores. Mainstream retailers (Target, Walmart) have limited Attitude inventory.
- Lower performance than mainstream brands in some categories. The diaper rash cream uses 20% zinc oxide (vs. 40% in mainstream brands), which makes it less effective for severe rashes.
- Scent intensity is mild. If you prefer noticeable but natural scent, Attitude's pear and blueberry-scented products may feel too subtle.
How Attitude compares to competitors
Attitude vs. The Honest Company: Both EWG Verified. Honest has broader US distribution (Target, CVS, Walgreens). Attitude has B Corp Certification and stricter Canadian regulatory standards. For ingredient quality, Attitude edges; for convenience, Honest wins.
Attitude vs. Babo Botanicals: Both EWG Verified. Babo has stronger US distribution. Attitude has lower per-product pricing. Both are excellent choices in the green-brand category.
Attitude vs. Pipette: Pipette is more singularly focused on skincare; Attitude has broader product breadth (cleaners, hand soaps, family products). Pipette is slightly more premium-priced. For singular skincare expertise, Pipette; for broader family product needs, Attitude.
Frequently asked questions
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