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Ethical brand ratings and accreditation since 2001

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Paul Mitchell

How ethical is Paul Mitchell?

Paul Mitchell 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 Paul Mitchell has not yet met our ethical benchmark, we hope to see the brand make progress in the future.

We would have extra confidence in Paul Mitchell if it submitted itself to apply for Ethical Accreditation, whereby The Good Shopping Guide would make further detailed assessment and recommendations for ethical improvement.

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

What does Paul Mitchell do?

Paul Mitchell is a hair care brand named for its co-founder, hairdresser Paul Mitchell.

In which areas does Paul Mitchell perform poorly?

Paul Mitchell was marked down under our criteria for Organic and Vegetarian due to a lack of certification. The brand gets a middle rating for its Environmental Report as its Sustainability page is lacking in detail, and for Animal Welfare as it has been alleged (but not proved) that the company uses animal testing. Find out more about how we rate by exploring our ethical criteria.

Past Criticisms of Paul Mitchell’s record

It has been alleged that Paul Mitchell has deceived customers by promoting its products as animal cruelty-free, despite the fact that they are sold in China where animal testing is required by law.

In which areas does Paul Mitchell score well for its ethics?

We found no criticisms of Paul Mitchell relating to; GM, Nuclear Power, Fossil Fuels, Armaments or Irresponsible Marketing, so it scores well for these criteria. Find out more about how we rate by exploring our ethical criteria.

How can Paul Mitchell improve its ethical rating?

The below-benchmark score that Paul Mitchell 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, Paul Mitchell has some issues to resolve, including its lack of certification for Organic and Vegetarian products, and its use of animal testing. If it applies for Ethical Accreditation, The Good Shopping Guide will be able to give Paul Mitchell 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.

Ethical performance in category


GSG score


GSG category benchmark


Ethical Rating


  • Environmental Report


  • Genetic Modification


  • Organic


  • Nuclear Power


  • Fossil Fuels



  • Animal Welfare


  • Vegetarian/Vegan Verified



  • Armaments


  • Irresponsible Marketing


  • Political Donations



  • Ethical Accreditation


  • Public Record Criticisms


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