Every product claim is verified against independent sources before it appears on Novi.
We collect product information directly from brands and certification organizations.
Product claims are organized into seven impact categories that matter to shoppers.
View impact categories belowClaims are verified against recognized databases and authoritative sources.
All verified claims are organized into categories that connect to what shoppers care about.
Better for the Planet
DEFINITION
Focuses on how a product or company influences climate, natural resources, and ecosystems across its life cycle.
CONSUMER MOTIVATION
People want to feel good about the choices they make — choosing products that help reduce pollution, protect the planet, and reduce their carbon footprint.
Safer for You and Your Family
DEFINITION
Addresses ingredient safety, toxicology, and exposure to potentially harmful substances.
CONSUMER MOTIVATION
Shoppers want peace of mind knowing the products they use every day are clean, safe, and healthy for themselves and their loved ones.
Fair & Ethical Sourcing
DEFINITION
Highlights company efforts that support people, equity, and local communities throughout the supply chain.
CONSUMER MOTIVATION
Consumers care about where products come from and want to support brands that treat people fairly and make a positive difference.
Kind to Animals
DEFINITION
Protects animals from harm by avoiding testing, cruelty, or unsustainable animal-derived inputs.
CONSUMER MOTIVATION
Many shoppers want to know their purchases don't harm animals and reflect compassion for all living beings.
Smarter Materials & Packaging
DEFINITION
Relates to the design and sourcing of materials to minimize waste and enable reuse or regeneration.
CONSUMER MOTIVATION
People increasingly look for products made from recycled, renewable, or compostable materials that help reduce waste.
Proven to Work
DEFINITION
Focuses on how well a product performs and the honesty behind its claims.
CONSUMER MOTIVATION
Consumers want products that actually work — and they value brands that are transparent and trustworthy.
Every verified claim on Novi is backed by proof. Browse products with confidence knowing the claims have been checked.