Purity Award
Clean Label Project
Recognizing products with the highest standards of purity and transparency.
Key Strengths
- Rigorous third-party lab testing for 130+ environmental and industrial contaminants
- Covers heavy metals, pesticide residues, plasticizers, and other harmful substances
- Highly credible with health-conscious consumers and clean-label retail buyers
- Transparent, science-based methodology from an independent nonprofit
- Applicable across multiple consumer product categories including food, supplements, and baby products
- Signals elite-tier purity beyond standard regulatory compliance
Ideal For
Best suited for consumer product manufacturers — particularly in food, supplements, baby products, and personal care — who want to differentiate on safety and purity. Ideal for brands targeting health-conscious consumers and retailers who require third-party verified, contaminant-tested products.
Target Audiences
Industries
Alignment & Recognition
Product Categories
Overview
The Purity Award, an initiative by the Clean Label Project, distinguishes products that embody the highest standards of purity and transparency in consumer goods. This prestigious certification marks an elite class of products that go beyond traditional safety testing, striving to eliminate contaminants such as heavy metals, pesticide residues, and plasticizers. The Clean Label Project conducts rigorous, third-party testing on thousands of products, scrutinizing them for over 130 harmful environmental and industrial contaminants. To earn the Purity Award, products must not only meet but exceed stringent thresholds, ensuring consumers have access to the safest, cleanest, and most transparent choices available on the market. This award is a beacon for health-conscious buyers aiming to reduce their exposure to potentially harmful substances, offering a reliable guide amid the often murky landscape of product marketing claims. By spotlighting these exemplary products, the Purity Award not only advances industry standards but also empowers consumers to make informed, conscientious choices.
Requirements & Verification
Evidence Requirements
Manufacturers must submit product samples for third-party laboratory testing conducted by the Clean Label Project. Products are screened for over 130 environmental and industrial contaminants including heavy metals (e.g., lead, arsenic, cadmium), pesticide residues, and plasticizers. Products must meet or exceed the Clean Label Project's proprietary purity thresholds to qualify for the award.
Prerequisites
Assessment Process
Products are submitted by manufacturers for independent laboratory analysis. The Clean Label Project tests each product for over 130 environmental and industrial contaminants, including heavy metals, pesticide residues, and plasticizers. Results are benchmarked against the Clean Label Project's proprietary purity thresholds; products that meet or exceed these standards are awarded the Purity Award seal. No on-site audit is required — the process is sample-based laboratory testing.
Renewal & Compliance
Products must be retested periodically to maintain the Purity Award designation, as formulations and supply chains can change. Renewal typically involves resubmitting product samples for laboratory analysis and paying applicable testing fees. Specific renewal intervals are determined by the Clean Label Project on a program basis.
Accountability Model
Consider Alternatives If...
Brands with limited budgets may find the testing and certification costs prohibitive, especially for small-batch or artisan producers. Companies whose products contain unavoidable trace contaminants due to ingredient sourcing may struggle to meet the stringent thresholds required.
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Clean Label ProjectLast verified Mar 10, 2026