Daise

How ethical is Daise?

Daise is a body care and deodorant brand which has achieved The GOOD Shopping Guide’s ethical benchmark on our Ethical Deodorant Ratings Table. With a score of 69 out of 100, Daise meets the benchmark threshold, though consumers should be aware that this represents a narrow margin above the threshold and that stronger alternatives exist within the sector.

Daise 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 strengthen the brand’s standing as a recognised ethical choice for consumers in the deodorant sector.

What does Daise do?

Daise is a brand of ZURU Inc., a New Zealand-headquartered consumer goods and toy company with UK operations registered in Bristol. Daise produces a range of aluminium-free body spray deodorants, body wash, body scrub, and fragrance products, available in six fragrances. Products are marketed as cruelty-free and formulated with a clean ingredient promise. The range is stocked in Boots, Superdrug, and Morrisons.

Why does Daise perform well ethically?

Daise achieves good ratings across several criteria assessed by The GOOD Shopping Guide. The brand receives good ratings for genetic modification and fossil fuels. Daise receives good ratings for animal welfare, armaments, irresponsible marketing, and political donations, and has no documented public record criticisms. These ratings reflect solid ethical conduct across governance criteria.

What could improve Daise’s ethical positioning?

Daise receives four poor ratings, which represent the primary areas requiring improvement. The poor rating for environmental report is the most significant. For a consumer-facing beauty brand stocked in major UK retailers, the absence of published environmental reporting means consumers have no transparent account of the brand’s sustainability performance or commitments. Publishing a clear environmental report would address this gap and provide meaningful accountability to consumers.

Daise also receives poor ratings for organic ingredients and vegetarian and vegan verification. While the brand markets its products as cruelty-free and formulated with a clean ingredient promise, neither organic certification nor formal vegan verification has been obtained. Pursuing these independent endorsements would substantiate the brand’s clean ingredient claims and provide consumers with the assurance they need to make informed purchasing decisions.

Obtaining The GOOD Shopping Guide’s Ethical Accreditation would provide editorial recognition of Daise’s ethical standards. Addressing the environmental reporting and vegan verification gaps in particular would have a meaningful impact on the brand’s overall ethical standing.

Consumers seeking deodorant brands with stronger overall ethical credentials are encouraged to consult our Ethical Deodorant Ratings Table to compare alternatives. Our how we rate page explains the criteria used to assess all brands in this sector.