Attitude’s origins date to 2005, when Canadian entrepreneurs Jean-François Bernier and Benoît Lord began developing environmentally oriented household products in Montréal. The company’s official history describes the original goal as creating household products using naturally sourced ingredients that could perform as well as, or better than, conventional synthetic alternatives while remaining accessible to consumers.[3]

Commercial operations officially began in 2006 with the launch of eight household cleaning products. Jean-François Bernier’s impending fatherhood was a significant motivation behind the company’s mission; he sought to create products that would be safer for families and contribute to a healthier environment for future generations.[1]

The company subsequently expanded beyond household cleaning into personal care, baby care, beauty, skincare, and haircare. According to the Government of Canada, Attitude had grown to more than 250 products with distribution in over 45 countries by 2020.[2] The company now reports a presence in more than 55 countries.[1]

Attitude was founded by Jean-François Bernier and Benoît Lord. Bernier became the company’s chief executive and has remained closely associated with its product development and sustainability strategy.[1]

Hans Drouin, a biochemical engineering specialist, joined during the company’s early development. He became involved in the research and formulation of Attitude’s products and later served as Vice President of Research and Development.[3]

The company emphasises vertical integration rather than relying entirely on external laboratories and manufacturers. Attitude maintains in-house expertise for research, formulation, and manufacturing, operating a laboratory within its facilities for product research and development.[3]

Attitude’s product portfolio covers several major categories:

• Skincare: Cleansers, moisturisers, serums, masks, and other facial care products.
• Hair care: Shampoos, conditioners, and treatments.
• Body care: Body washes, soaps, deodorants, and related products.
• Baby care: Baby washes, shampoos, creams, diaper care products, and other family essentials.
• Household cleaning: Laundry products, dishwashing products, surface cleaners, and related household care items.
• Beauty and makeup: Including products developed under the Oceanly line.
• Sun care: Sunscreens and other personal care products.
• Pet and family-oriented products: Available in selected markets.[1]

The company positions these products as alternatives to conventional formulations that may contain ingredients consumers wish to avoid. Attitude follows stringent ingredient selection criteria and has banned more than 10,000 ingredients from its formulations based on internal standards and EWG-related criteria.[3]

Super leaves™

Super leaves™ is one of Attitude’s recognisable personal care families. The line uses plant-derived ingredients and includes products for hair and body care. Attitude also developed Super leaves™ Essential Oils, which incorporates essential oils and refillable aluminium packaging as part of the company’s effort to reduce reliance on conventional plastic packaging.[3]

Oceanly™

Oceanly™ is among Attitude’s most significant newer product lines, introduced as a plastic-free skincare concept using solid-format products and cardboard packaging. The original launch included cleansers, serums, face creams, masks, and sunscreens. Attitude describes the line as vegan, plastic-free, and EWG VERIFIED™, with formulations inspired by marine and plant-based sources.[3]

The Oceanly concept was subsequently expanded into makeup, with Attitude introducing a plastic-free collection in 2023. The company described this collection as using 99% natural-origin ingredients and biodegradable cardboard packaging.[3]

Attitude’s central philosophy encompasses three interconnected priorities:

1. Clean ingredients: The company formulates products using ingredients considered safer and more transparent, avoiding substances of concern according to its ingredient standards.[3]
2. Performance: Attitude emphasises that products should provide effective performance comparable to conventional alternatives. Formulation teams work specifically to combine naturally derived ingredients with functional efficacy.[3]
3. Sustainability: The company seeks to reduce environmental impact through packaging innovations, plastic reduction, responsibly sourced materials, refills, solid formats, and reforestation initiatives.[3]

This philosophy is encapsulated by the term “Conscious Chemistry”, which Attitude uses to describe its combination of scientific formulation, ingredient transparency, sustainability, and product performance.[3]

Sustainability is integral to Attitude’s corporate identity. The company reports having avoided more than 1,000 tonnes of plastic since 2021 through plastic-free packaging initiatives and contributing to the planting of more than 2 million trees since 2020 through its reforestation programme. These are company-reported figures rather than independently audited statistics.[3]

Packaging strategies include:

• Plastic-free cardboard packaging
• Refillable aluminium containers
• Eco-refill formats
• Solid personal care products
• FSC-certified paper and cardboard packaging on selected products
• Reduced use of single-use plastic[1]

The Oceanly line is particularly notable for moving traditionally liquid skincare products into solid formats, allowing packaging to utilise cardboard rather than conventional plastic containers.[3]

Attitude utilises several third-party certifications and standards in its product positioning.

EWG VERIFIED™

Selected Attitude products carry the EWG VERIFIED™ designation. The company states that formulations are evaluated against strict ingredient and transparency criteria associated with the Environmental Working Group. Not every Attitude product carries this certification; the company advises consumers to check individual product listings as verification status varies.[1]

Vegan and cruelty-free

Attitude describes its products as vegan and states it does not use animal-derived ingredients or conduct animal testing. It references its relationship with PETA as part of its animal welfare positioning.[3]

FSC

Some paper-based packaging uses FSC-certified materials, reflecting efforts to source paper and cardboard from responsibly managed forests.[1]

A distinguishing characteristic of Attitude is its emphasis on in-house research and manufacturing. The company operates its own laboratory where scientists develop and test formulations. Attitude states this structure allows closer control over ingredient selection, formulation quality, and product performance.[3]

Manufacturing and operational facilities are maintained in Québec. In 2020, the Government of Canada announced financial support for Attitude’s production expansion and Sherbrooke warehouse, describing the company as an innovative Québec SME specialising in natural household and personal care products.[2]

Attitude underwent a significant brand refresh in 2022, introducing a minimalist visual identity, brighter nature-inspired colours, and updated packaging and communications. The company stated the redesign was intended to reflect its growing focus on plastic-free beauty, sustainability, inclusivity, and younger environmentally conscious consumers.[3]

The change represented the company’s evolution from primarily an environmentally friendly household products business into a broader clean beauty and lifestyle brand.[3]

Although originating in Québec, Attitude has developed a substantial international market. The company currently states its products are available in more than 55 countries, positioning itself within growing global markets for clean beauty, natural personal care, environmentally conscious household products, and sustainable packaging.[3]

International growth reflects broader consumer trends towards ingredient transparency, wellness, vegan formulations, and reduced environmental impact.[3]

Attitude occupies a position between mainstream consumer packaged goods and premium clean beauty. Rather than focusing exclusively on cosmetics, it has developed a broader ecosystem of products for the body, home, and family.[3]

This breadth is central to the brand’s identity; Attitude is not solely a skincare company. Its historical roots lie in household cleaning, while its modern identity increasingly emphasises clean beauty and sustainable personal care. Competitive differentiation is built around combining clean formulations, product performance, sustainability, attractive design, and accessible everyday products. The company explicitly argues that environmentally responsible products should not require consumers to sacrifice effectiveness or convenience.[1]

1. Innovative by Nature – Clean & Natural Products | ATTITUDE
2. Green product business ATTITUDE to be able to increase production and expand Sherbrooke warehouse – Canada.ca
3. Innovative by Nature – Clean & Natural Products | ATTITUDE