Ben & Anna

How ethical is Ben & Anna?

Ben & Anna is a natural cosmetics brand which has achieved The GOOD Shopping Guide’s ethical benchmark on our Ethical Deodorant Ratings Table. With a score of 98 out of 100, Ben & Anna demonstrates an exceptional commitment to ethical and sustainable business practices, achieving good ratings across every criterion assessed with the sole exception of The GOOD Shopping Guide’s Ethical Accreditation.

Ben & Anna has not yet received The GOOD Shopping Guide’s Ethical Accreditation, an editorial endorsement awarded to brands which achieve a high ethical score across our multi-criteria assessment. Receiving this endorsement would further strengthen the brand’s standing as a recognised ethical choice for consumers in the deodorant sector.

What does Ben & Anna do?

Ben & Anna was founded by a vegan couple in Berlin who set out to create the natural, aluminium-free, paraben-free deodorant they could not find elsewhere. The brand is operated by Eco Operations GmbH, headquartered in Germany, with products manufactured in the Netherlands. Ben & Anna produces a range of NaTrue-certified natural cosmetics including deodorants, toothpastes, tooth powder, shampoo bars, and shower tablets. Products are registered with the Vegan Society and PETA approved. All packaging is plastic-free, using FSC-certified paper tubes, glass jars, recycled aluminium, and recyclable tinplate.

Why does Ben & Anna perform well ethically?

Ben & Anna achieves good ratings across every environmental, animal, and people criterion assessed by The GOOD Shopping Guide. The brand receives good ratings for environmental reporting, genetic modification, organic ingredients, and fossil fuels, reflecting a strong commitment to natural formulation and environmental responsibility. Ben & Anna achieves good ratings for animal welfare and vegetarian and vegan verification, consistent with its NaTrue certification, PETA approval, and Vegan Society registration. The brand receives good ratings for armaments, irresponsible marketing, and political donations, confirming ethical conduct across corporate governance criteria. Ben & Anna has no documented public record criticisms and has achieved recognition as an Ethical Innovator, reflecting its approach to developing plastic-free, certified natural cosmetics as an alternative to conventional deodorant products.

What could improve Ben & Anna’s ethical positioning?

With a score of 98 out of 100, Ben & Anna’s ethical performance is strong across virtually every criterion assessed. The sole area for improvement is obtaining The GOOD Shopping Guide’s Ethical Accreditation. This editorial endorsement is awarded to brands which achieve a high ethical score across The GOOD Shopping Guide’s multi-criteria assessment, and would provide Ben & Anna with formal recognition of the ethical standards it has already demonstrated. For a brand of this calibre, pursuing this endorsement would complement its existing NaTrue, Vegan Society, and PETA credentials and make it easier for consumers to identify Ben & Anna as an editorially endorsed ethical choice.

Ben & Anna represents one of the strongest ethical profiles in the deodorant sector and is a straightforward recommendation for consumers seeking a natural, vegan, and plastic-free deodorant from a brand with demonstrable ethical credentials. Consumers can explore how Ben & Anna compares to other brands on our Ethical Deodorant Ratings Table and learn more about how we rate brands on ethical criteria.