Everykind

Published · provisional · Phase 1

Provisional inclusion standard

A product lists when most of these hold. Discovery standard — not a lab certificate. Category rules below refine snacks, personal care, and home care.

Seven inclusion rules

  1. 1

    Full transparency

    Complete ingredient list (or INCI for personal care) publicly available on pack or brand site.

  2. 2

    No junk markers

    Food: no artificial colours, artificial flavours, or hydrogenated fats; no HFCS. Personal care: no undisclosed “parfum” dumps where avoidable; prefer fragrance-free or essential-oil–disclosed.

  3. 3

    Lower processing preference

    Food ideally NOVA 1–3; avoid products whose primary pitch is vague “toxin-free” without formulation substance.

  4. 4

    India-first

    Prefer Indian-made / India-branded; imported only if clearly relevant and widely available in India.

  5. 5

    Signal certifications

    FSSAI (baseline), India Organic/NPOP, USDA Organic, COSMOS/Ecocert, B Corp, USDA BioPreferred, or specific packaging claims (e.g. home-compostable, not “eco-friendly”).

  6. 6

    Buyability

    Available on Amazon.in and/or major q-comm (Blinkit / Zepto / Instamart) in metros.

  7. 7

    Anti-hero exclusions

    No Mamaearth-style mass “toxin-free” marketing-first heroes; no protein-bar clones unless uniquely clean and category-filling; no ASCI / greenwashing-heavy brands as Phase-1 heroes.

How we use caveats

High sugar, palm oil (even if disclosed), baking soda in deo, plastic backsheets on pads, etc. can still list if the rest of the standard is strong — but the caveat must be visible to the user.

Category rules · locked

Snacks & pantry

Phase-1 snacks pass Sep 2026 — applied to catalog.

Oils — prefer / allow

  • coconut
  • ghee
  • groundnut (prefer cold-pressed/kachchi ghani)
  • mustard
  • sesame

Oils — hard cut

  • refined oils
  • sunflower
  • rice bran
  • canola
  • soy
  • cottonseed
  • corn
  • vegetable oil
  • palm as fry fat

Fried snacks

Fried is allowed when the oil is on the allowlist (e.g. coconut, ghee, groundnut).

Sugar — prefer sweeteners

  • dates
  • jaggery
  • honey

Count all added sugars: yes

Sugar — hard cuts

  • HFCS
  • glucose syrup
  • invert syrup
  • maltodextrin-as-sweetener
  • fruit juice concentrate used to sweeten
  • artificial sweeteners as main sweet story

Cereal hard-cut around ~20%+ added sugar.

Sugar — caveat-keep band

Under roughly ~15% added sugar can stay listed with a visible caveat.

Category rules · locked

Personal care

Locked Sep 2026 with founder — EO OK named; SLS caveat; plastic caveats retained

Baseline

  • Full INCI required: yes
  • Essential oils OK if named: yes
  • Cut undisclosed parfum: yes
  • Pads: keep with honest plastic caveats

Prefer

  • short plant-oil / butter bases
  • real COSMOS / Ecocert
  • cold-process soaps with readable lists
  • mineral SPF (zinc / titanium) for simple kids/daily

Hard cut

  • undisclosed parfum/fragrance
  • triclosan
  • plastic microbeads
  • toxin-free / chemical-free as the whole brand pitch without formula substance

Caveat-keep

  • SLS / SLES as primary cleanser
  • baking soda in deodorant
  • plastic backsheet / SAP in pads
  • oxo-biodegradable claims
  • fluoride-free toothpaste for high cavity-risk users

Category rules · locked · relaxed

Home care

Locked Sep 2026 — founder asked to relax a lot for home; prefer caveat over cut except bleach/phosphates/oxo-fake/claims mismatch

More relaxed than personal care — caveat preferred over hard cut except for the cuts listed below.

Baseline & policies

  • Full ingredients required: yes
  • Named essential oils: OK if named
  • Formulated fragrance: caveat-keep
  • Undisclosed parfum: caveat-keep
  • Bleach: no Everykind bleach SKUs
  • Phosphates: hard-cut phosphate-heavy
  • Compostable bags: caveat-keep with industrial vs home honesty

Prefer

  • named plant-derived surfactants
  • named essential oils when scented
  • refills, concentrates, bars, steel/tin packaging
  • honest industrial-vs-home compost labeling
  • natural scrubbers (coir), parchment vs foil when real

Hard cut

  • chlorine bleach as hero SKU / bleach-as-hero formulas
  • phosphate-heavy formulas
  • oxo-degradable plastic sold as compostable
  • sulphate-free claim while listing SLES (claims mismatch)

Caveat-keep

  • SLS / SLES when rest of label is transparent
  • undisclosed or formulated fragrance / parfum
  • named EO scent (pets/kids/sensitive)
  • palm-derived surfactants
  • compostable bags without clear industrial vs home compost note
  • vague biodegradable claims without timeframe/standard
  • low-foam or mineral detergents that surprise users

Browse the shortlist → · Snacks guide · Home guide