How We Rate
Every Ethos recommendation is backed by our Trust Score framework — a transparent system designed to cut through marketing noise and identify what's actually worth trusting.
Our Methodology
Ethos evaluations are built on structured synthesis of public evidence — not first-party laboratory testing. For every product we score, we gather and cite sources across five categories:
- ✓Brand disclosures — official product pages, ingredient lists, and supplement facts panels
- ✓Third-party lab data — Certificates of Analysis, independent purity testing, and certification bodies
- ✓Ingredient literature — peer-reviewed research and clinical-dosage references
- ✓Independent reviews — established editorial outlets and expert analyses
- ✓Customer sentiment — verified reviews and long-term user reports
We do not run our own laboratory tests. Where a brand has not published a Certificate of Analysis or a third-party lab has not tested a product, we say so — gaps in evidence are part of the score.
Every score is reviewed by a human editor before publication. Every cited source is visible on the product page so you can follow the evidence yourself.
The Ethos Trust Score
Each product evaluated by Ethos receives a Trust Score out of 100. The score reflects how confidently we would recommend the product to someone we care about.
Scores are calculated across five weighted criteria that together capture what matters most when choosing a product: does it work, is it safe, is the brand honest, is it worth the price, and do real customers agree?
Example Score
Seed DS-01 Probiotic
Five Evaluation Criteria
Every product is scored across these five dimensions. The weight of each criterion reflects its importance to real consumer decisions.
Product Quality
Does the product deliver on its core promise?
- ✓Formulation quality and effectiveness
- ✓Performance consistency across batches
- ✓Clinically supported dosages where applicable
Ingredient / Material Integrity
Are the ingredients or materials thoughtfully chosen and safe?
- ✓Ingredient sourcing and purity
- ✓Absence of unnecessary fillers or harmful additives
- ✓Material quality and safety standards
Brand Integrity
Is the company transparent and trustworthy?
- ✓Ingredient and manufacturing transparency
- ✓Third-party certifications and testing
- ✓Honest marketing — no misleading claims
Real-World Value
Is the product worth the price relative to alternatives?
- ✓Price compared to similar products
- ✓No hidden subscription traps or inflated markups
- ✓Cost per serving or use relative to quality
Customer Experience
What do real users experience over time?
- ✓Customer satisfaction and repeat purchase rates
- ✓Product consistency and reliability
- ✓Customer service responsiveness
Trust Score Tiers
Scores translate into clear tiers so you can quickly understand how confidently we recommend a product.
Best in class. Products we recommend with the highest confidence.
Excellent products with strong performance across all criteria.
Good products with some trade-offs worth understanding.
Notable weaknesses that may matter depending on your priorities.
Significant concerns across multiple criteria. We suggest alternatives.
Our Standards
The Trust Score is only meaningful if the process behind it is honest. These principles guide every evaluation we publish.
Integrity Over Influence
Rankings are never determined by sponsorships, influencer popularity, or marketing spend. Every recommendation earns its place through real evaluation.
Evidence Over Marketing
We evaluate products based on formulation quality, real-world performance, and credible claims — not branding and hype.
Transparency Builds Trust
Every score breakdown is visible. Our criteria are public. Where potential conflicts exist, they are disclosed.
Thoughtful Consumption
We encourage people to buy better products, not more products. If something doesn't deserve trust, we say so.