Treaclemoon

How ethical is Treaclemoon?

Treaclemoon is a body care brand which has fallen below The GOOD Shopping Guide’s ethical benchmark on our Ethical Deodorant Ratings Table. Treaclemoon actively markets itself as a vegan, cruelty-free, and natural brand, which makes its below-benchmark performance — driven primarily by a poor rating for armaments and a poor rating for organic ingredients — particularly notable.

What does Treaclemoon do?

Treaclemoon is a British body care brand operated by Royal Sanders, a personal care manufacturer backed by 3i Group plc. The brand produces shower gels, body scrubs, body lotions, hand creams, and fragrance mists using fruit and botanical-inspired formulations. Products are marketed as 100% vegan, PETA approved, and cruelty-free, with packaging made from ocean-bound recycled plastic. Treaclemoon is stocked in UK supermarkets and pharmacies and available directly via its own website.

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

Treaclemoon’s below-benchmark performance is driven primarily by a poor rating for armaments. Through its ultimate parent company 3i Group plc, Treaclemoon is connected to an investment portfolio that includes interests in defence and aerospace-related sectors. For consumers seeking to avoid any connection to the weapons industry, this represents a significant concern, and one that sits in tension with the brand’s stated ethical values. As with other brands in the Royal Sanders portfolio, this concern arises from the broader investment activities of its ultimate owner rather than from Treaclemoon’s own operations.

Treaclemoon also receives a poor rating for organic ingredients. Despite the brand’s positioning around natural and botanical formulations, its products do not contain certified organic ingredients. Pursuing organic certification would substantiate the brand’s natural credentials and bring this rating in line with its public positioning.

Beyond these poor ratings, Treaclemoon’s environmental report, animal welfare, and vegetarian and vegan verification ratings are all acceptable rather than good. The acceptable rather than good vegan verification rating is notable for a brand that markets itself explicitly as 100% vegan and PETA approved — formal independent verification through a recognised body such as the Vegan Society would strengthen the credibility of these claims.

Treaclemoon does perform well across several criteria, achieving good ratings for genetic modification, fossil fuels, irresponsible marketing, and political donations, and has no documented public record criticisms. These reflect genuine strengths in the brand’s day-to-day conduct. The armaments concern, however, is one that The GOOD Shopping Guide cannot overlook, and which places Treaclemoon below the benchmark regardless of its performance elsewhere.

Consumers seeking body care and 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.