Smelly Men has been awarded Ethical Accreditation by The Good Shopping Guide, with a score of 98 out of 100.

For context, the Guide’s benchmark for deodorant brands is 67.

We’re a small family business in Bolton selling natural soap and deodorant to people who’d rather know what’s in them. It’s nice to have somebody independent check our homework.

What is The Good Shopping Guide?

It’s an independent UK ethical ratings organisation. It has been researching and scoring brands on ethical and sustainability criteria since 2001, and it publishes the results in free comparison tables.

Brands are scored out of 100.

What does Ethical Accreditation mean?

It’s an editorial endorsement from the Guide, awarded to brands that achieve a high ethical score. The assessment looks at a company’s policies and practices across three areas: the environment, animals and people.

We completed that assessment and scored 98 out of 100. Accredited brands can use the Guide’s Ethical mark, which is the badge on this page.

How did Smelly Men score?

98 out of 100, against a deodorant category benchmark of 67. That puts us among the highest-scoring brands in the Guide’s Ethical Deodorant Ratings Table.

We’re also featured on the Guide’s Top 200 Ethical Businesses list.

What did the Guide rate us well for?

We earned top ratings for:

• Environmental reporting. We publish an Environmental Promise.
• Genetic modification. Our products contain no GM ingredients.
• Fossil fuels. A top rating here too.
• Animal welfare. Our products are vegan and none of them are tested on animals.
• Vegan verification. Checked through the Guide’s own Vegan Assessment.
• Ethical innovation. A top rating in the Guide’s Ethical Innovator category.
• A clean record. No negative findings on armaments, irresponsible marketing, political donations or public record criticisms.

What sits behind the score?

The Guide’s profile of us also picks out:

• No palm oil in any of our products
• Cardboard cartons and cardboard push-up deodorant tubes
• Surfers Against Sewage naming us a Plastic Free Champion
• Products sourced only from UK suppliers that share our ethical commitments
• Deliveries with Royal Mail

You can read more in our Environmental Promise and our Ingredient Philosophy.

How long does it last?

The accreditation runs from 28 October 2026 to 27 October 2028. The Guide reviews accredited brands regularly, and we’ll keep this page up to date.

Can I check it myself?

Please do. Our rating is published on the Guide’s own site, so you don’t have to take our word for it.

• Smelly Men on The Good Shopping Guide
• The Guide’s Ethical Deodorant Ratings Table
• How the Guide rates brands

Frequently Asked Questions

Is Smelly Men ethically accredited?

Yes. Smelly Men holds Ethical Accreditation from The Good Shopping Guide, valid from 28 October 2026 to 27 October 2028.

What score did Smelly Men get from The Good Shopping Guide?

98 out of 100. The Guide’s benchmark for the deodorant category is 67.

What does The Good Shopping Guide assess?

It assesses a company’s policies and practices across the environment, animals and people, and scores brands out of 100.

Who owns Smelly Men?

Smelly Men is owned by Fast Strategy Ltd, the family business behind Smelly Men, Smelly Women and Smelly Boys.