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Think Dirty
Industry
USEst. 2013
Regulator Facts
Think Dirty
Industry
US · Est. 2013

Think Dirty rates personal care products on a 0-10 Dirty Meter scale based on three pillars: carcinogenicity, developmental and reproductive toxicity, and allergies/immunotoxicity. Ratings draw from publicly available safety databases and scientific literature. The app allows consumers to scan product barcodes for instant ratings. Brands can also participate in the Think Dirty Clean Conscious program by meeting formulation and transparency criteria.

Jurisdiction
US
Founded
2013
Funded By
App revenue, brand partnership program (Clean Approved)
The Other Side
Think Dirty has faced criticism for its paid 'Clean Conscious' brand program, which critics argue creates a conflict of interest — brands pay to participate and receive prominent placement in the app. The rating methodology is less transparent than EWG's, and some toxicologists have noted inconsistencies in how ingredients are scored. The app's focus on fear-based marketing ('dirty' ingredients) has also been criticized for oversimplifying nuanced safety science.
Parent Organization

Paid brand partnership program; brands pay for Clean Conscious certification