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How Faye grades

Every product gets one letter. The letter comes from fixed rules that Steven and Stacey wrote from published research and the law, and the same rules apply to every brand. Faye, our AI guide, explains the letter. She never invents one, and no brand can pay to change one. Steven approves every rule, and no product goes into our catalogue unless one of us approves it.

Each kind of product has its own rules, because a jumper and a jar of pesto are not the same question. So a B on a jumper and a B on a moisturiser mean different things, and each is explained on the product.

Three things that hold everywhere

No letter is not a low letter

If Faye can't read enough of a label, she gives no letter and says why. A low letter is always a finding. A missing one never is.

Why, step by step

Every product shows the rules that placed it, what's in it in printed order, the research behind it and every source, so you can check her working.

Certificates are checked

A certification only counts when Faye can match it to the certifier's own public record. A logo on a page is not enough.

Clothing

Photograph the care label inside the garment

What a garment is made of sets its band. Certification moves it one step inside that band, and never lifts it into a higher one. Any petroleum synthetic, even 1% elastane, keeps a garment out of the fully natural bands: it had to be manufactured, it won't break down, and it can't be separated from the natural fibre at the end.

GOTS audits the process, from the field through the factory. OEKO-TEX tests the finished cloth. One tells you how it was made, the other what is left in your hands.

  1. A*

    Fully natural, brand-certified

    Every fibre natural and certified organic (such as GOTS or Soil Association), with the licence held by the brand itself.

  2. A

    Fully natural, factory-certified

    Every fibre natural and certified organic, with the licence held by the factory or the manufacturer rather than the brand.

  3. B+

    Fully natural, tested

    Every fibre natural, with OEKO-TEX testing on the finished product and no GOTS.

  4. B

    Fully natural

    Every fibre natural, with no certification on the garment. Lyocell, TENCEL, natural rubber and latex count as natural here.

  5. C

    Mostly natural, certified

    93 to 99% natural, certified organic.

  6. C-

    Mostly natural, tested

    93 to 99% natural, OEKO-TEX tested.

  7. D+

    Contains conventional viscose

    Holds conventional viscose, modal, bamboo viscose or cupro: D+ at best, at any proportion, and lower if the rest of the garment sets it lower.

  8. D

    Mostly natural

    93 to 99% natural, with no certification on the garment.

  9. D-

    Part natural

    75 to 92% natural.

  10. E

    Part synthetic

    60 to 74% natural.

  11. F

    Mainly synthetic

    Below 60% natural, or holding acetate, triacetate or PLA at any proportion.

Food and drink

Scan the barcode

Food starts from the UK's own nutrient profiling model, the one used for advertising rules, and then applies limits from the evidence:

  • Ultra-processed food can be a C at best. With two or more red traffic lights it is an F.
  • Processed meat is a D at best and unprocessed red meat a B at best, following the cancer research.
  • Fruit juice and smoothies are a C at best, because their sugars count as free sugars.
  • Sugars, syrups and honey are an E. Cooking oils are graded on the kind of fat in them.
  • Plain fruit and vegetables never fall below an A, and nor do plain nuts and seeds whose fat is mostly unsaturated.
  • Certified organic moves a product up one step, never past a limit.
  • A* is only for certified organic whole plant foods with nothing added, including a traditionally made wholegrain loaf high in fibre, that also pass the sugar, salt and fat limits. Drinks never reach A*; plain water is an A.

Letters have steps, so an organic loaf can sit above a plain one:

A*AA-B+BB-C+CC-D+DD-E+EE-F

Skin & body

Scan the barcode

Skincare, make-up, sun cream, bath and shower, and hair. Faye reads every ingredient against the official cosmetics database and scores the concerns: fragrance allergens (counted less in products you rinse off), undeclared perfume, and how ingredients are made. The score is never shown, only the letter it gives. A product listing one of the fragrance or preservative ingredients now banned from cosmetics, such as Lilial, Lyral or zinc pyrithione, is an F. If she can't identify more than a fifth of the list, there is no letter.

  1. A

    No concerns found

  2. B

    Minor concerns

  3. C

    Some concerns

  4. D

    Clear concerns

  5. E

    Serious concerns

  6. F

    Not allowed in cosmetics

    Lists a fragrance or preservative ingredient now banned from cosmetics, such as Lilial, Lyral or zinc pyrithione.

Cleaning

Scan the barcode

Laundry, dishes, bathroom and surfaces. Cleaning has fewer letters, because a cleaner either works with what nature provides or it relies on synthetic actives. The hazard statements on the label count, and so does the brand's own ecolabel or organic certificate.

  1. A*

    Nothing manufactured

    Every ingredient occurs in nature or is traditional soap, with no hazard warning beyond mild skin or eye irritation, and no unnamed allergen.

  2. A

    Plant-derived, certified

    Every origin stated, and the brand holds a recognised ecolabel or organic certificate. Also where nothing is manufactured but the label carries a hazard warning other than skin or eye irritation, or essential oils with unnamed allergens.

  3. B

    Natural, not fully evidenced

    Natural, but an origin isn't stated or there is no certificate.

  4. E

    Synthetic actives

  5. F

    Synthetic actives, higher hazard

    Including bleach, quats, isothiazolinones, serious hazard warnings, or any spray.

Air fresheners

Scan the barcode

For the home and the car. How a product releases its scent sets where it starts:

  1. A*

    A fragrance-free odour absorber. It adds nothing to the air.

  2. A

    Nothing starts here. A scented product can reach A by moving up, and no higher.

  3. B

    A passive essential-oil diffuser: low peaks, but it releases scent all the time.

  4. C

    A passive diffuser, gel or pump mist. A hanging car card starts here too.

  5. D

    Heated or plug-in, an aerosol spray or a candle. A car vent clip or spray starts here too.

  6. E

    An automatic spray, or a paraffin candle.

  7. F

    Incense. Long-term use is linked to respiratory cancers.

Then the label moves it, one letter for each fact:

  • Up for every ingredient disclosed, an independent ecolabel, or essential oils only with their allergens named and pet and child warnings.
  • Down for "parfum" or "fragrance" with nothing to say what's in it, for claims like "non-toxic" or "purifies the air", or for producing ozone.
  • Some chemicals set a hard limit, whatever else is true.
  • In a car, down one letter, or two for a vent clip or spray, because everyone inside breathes it in a small space.

Grading places a product where it truly sits. It is never about reaching a better letter.

For your household

Tell Faye the ages of the children at home, and whether anyone is pregnant or breastfeeding. Each product then shows what changes for them, from fixed rules: a letter can be lowered for a child, or a product marked to avoid, but a rule can never raise a letter. These answers are kept on your device, not in your Ovine account.

Children's ages are grouped as under 1, 1 to 2, 3 to 4, 5 to 11 and 12 to 15.

Where the rules come from

Every rule cites its source: regulations, regulators' opinions and peer-reviewed studies. If you think a letter is wrong, tell us and we'll look again.

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