VO5

How ethical is VO5?

VO5 is a brand of hair care products which has a below-benchmark score on The Good Shopping Guide’s Ethical Shampoo & Conditioner Ratings Table. Although VO5 has not yet met our ethical benchmark, we hope to see the brand make progress in the future.

Find out more about the ethical issues facing the Ethical Shampoo & Conditioner sector.

What does VO5 do?

VO5 is a personal care brand developed in the 1950s by a chemist as a rejuvenating treatment for Hollywood movie stars. VO5 is currently owned by Yellow Wood Partners, after the company purchased the brand from Unilever in 2023.

In which areas does VO5 perform poorly?

Neither VO5 or Yellow Wood Partners offers any information on its sustainability initiatives or commitments. As a result, the brand receives a bottom rating in the Environmental Report category.

Moreover, VO5 was marked down under our criteria for Organic and Vegetarian/vegan Verified, as it does not sell any organic or vegan certified products.

In which areas does VO5 score well for its ethics?

As no link was found to the Nuclear Power, Fossil Fuels or Armaments industries, a top rating has been awarded in these categories.

How can VO5 improve its ethical rating?

The below-benchmark score that VO5 is awarded with on The Good Shopping Guide’s Ethical Shampoo & Conditioner Ratings Table is the result of an evaluation of multiple ethical criteria.

To reach our minimum ethical benchmark and qualify for Ethical Accreditation, VO5 has some issues to resolve, including its use of animal testing and GMOs. If it applies for Ethical Accreditation, The Good Shopping Guide will be able to give VO5 some guidance to improve on these areas.

Were you aware that your brand could benefit from Ethical Accreditation? Brands accredited by The Good Shopping Guide can display our ethical mark, showcasing to consumers that it is an ethical and sustainable brand. If you’re interested in learning more, please contact us or complete a Free Initial Assessment form.