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Ethical brand ratings and accreditation since 2001

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Good shopping guide ethical accreditation tick


Is Kingfisher an ethical toothpaste brand? 

Founded by Richard Austin in the 1980s, Kingfisher is a top-rated toothpaste brand within The Good Shopping Guide’s Ethical Toothpaste Sector.

As a result of its excellent score, Kingfisher is eligible for Ethical Accreditation. All Kingfisher needs to do to receive our ethical and sustainable certification is get in touch and apply. By applying, The Good Shopping Guide would be able to offer Kingfisher the use of our logo, as well as some tips to make a couple of minor improvements.

Do you want to find out how Kingfisher rates against other brands within the Ethical Toothpaste Sector? Have a look at the Toothpaste Ethical Ratings Table.  The Good Shopping Guide’s Ratings Table can teach you more about the criteria that our top-rated brands have fulfilled to reach our minimum ethical benchmark.

All brands are encouraged by The Good Shopping Guide to follow the example set by our top-rated brands such as Kingfisher and begin introducing more sustainable policies.

Does Kingfisher have an Environmental Report?

On its website, Kingfisher has a range of sustainability information. It has a ‘Beliefs & Ethics’ section which mentions how it does not use genetically modified ingredients, does not test on animals and uses natural ingredients. Kingfisher is also certified by Ethical Consumer Best Buy.

As a result, Kingfisher receives a top rating in our Environmental Report and Genetic Modification categories.

Is Kingfisher organic and vegan? 

Although Kingfisher states on its website that it is a vegan toothpaste brand, it has not received certification to support this. Kingfisher also lacks organic certification.

Because of this, it receives a bottom rating for The Good Shopping Guide’s Organic and Vegan categories.

What can Kingfisher do to improve its score? 

Kingfisher’s excellent top score within The Good Shopping Guide’s Ethical Toothpaste Sector is the outcome of an evaluation of multiple ethical criteria.

As it already has an above benchmark score in the Ethical Toothpaste Sector we recommend that Kingfisher get in touch and apply for Ethical Accreditation. After receiving its application, Kingfisher would be awarded with the use of our logo, as well as some advice on how to become an even more sustainable toothpaste brand.

Did you know that applying for Ethical Accreditation could benefit your brand? Our accredited brands can proudly display our logo on its products and in advertisements, showcasing to consumers that its products are ethical and sustainable. If you would like some more information, please contact us or fill out a free initial assessment form.

Ethical performance in category


GSG score


GSG category benchmark


Ethical Rating


  • Environmental Report


  • Genetic Modification


  • Organic


  • Nuclear Power



  • Animal Welfare


  • Vegetarian/Vegan Verified



  • Armaments


  • Irresponsible Marketing


  • Political Donations



  • Ethical Accreditation


  • Public Record Criticisms


= GSG Top Rating = GSG Middle Rating = GSG Bottom Rating