Armaf

How ethical is Armaf?

Armaf is a fragrance and deodorant brand which has fallen below The GOOD Shopping Guide’s ethical benchmark on our Ethical Deodorant Ratings Table. While Armaf performs well across several governance criteria, its overall performance does not meet the standard required.

What does Armaf do?

Armaf is a brand of Sterling Parfums Industries LLC, part of the Fakhruddin Holdings group headquartered in Dubai, UAE. Sterling Parfums is one of the largest fragrance manufacturers in the Middle East, distributing products across more than 130 countries. Armaf produces a range of fragrances and deodorant body sprays for men and women, available through Amazon and specialist fragrance retailers in the UK.

Why does Armaf fall below The GOOD Shopping Guide’s benchmark?

Armaf’s below-benchmark performance reflects poor ratings across several criteria. The poor rating for environmental report is the most significant. As a large-scale fragrance manufacturer producing hundreds of thousands of units per day and distributing across more than 130 countries, the absence of a published environmental report means that Armaf’s sustainability performance and commitments are not disclosed to consumers or the public. Publishing a transparent environmental report would address this gap and provide accountability commensurate with the company’s scale.

Armaf also receives poor ratings for organic ingredients and vegetarian and vegan verification. The brand’s deodorant and fragrance products contain no certified organic ingredients, and no formal vegan verification has been obtained. Pursuing organic certification for relevant product lines and seeking recognised vegan verification would strengthen the brand’s ethical profile and provide consumers with independent assurance.

Beyond these poor ratings, Armaf’s animal welfare rating is acceptable rather than good, indicating room for improvement in formal animal welfare commitments across its product development and supply chain.

It is worth noting that Armaf achieves good ratings across several criteria, including genetic modification, fossil fuels, armaments, irresponsible marketing, and political donations, and has no documented public record criticisms. These reflect solid ethical conduct across governance criteria. However, the combination of poor ratings across environmental reporting and product certification means that Armaf’s overall performance falls below the standard required by The GOOD Shopping Guide.

Consumers seeking deodorant brands that meet The GOOD Shopping Guide’s ethical benchmark are encouraged to consult our Ethical Deodorant Ratings Table and our guide to ethical deodorant, and seek out brands that hold The GOOD Shopping Guide’s Ethical Accreditation. Our how we rate page explains the criteria used to assess all brands in this sector.