4 min read
Start Here: Labels
Labels are meant to guide, not confuse. In this edition of our ‘Start Here’ guide, we demystify certifications and share what to look for when choosing healthier products for your home.
WORDS Elissa Rose
From bedding and mattresses to paint and flooring, it’s not always obvious what’s safe, sustainable or well made. That’s where certifications come in. In a world full of marketing claims, labels can help separate what might look nice or feel good to touch from what truly supports your health and the environment. But with so many acronyms it can be difficult to know where to start.
Rather than chasing perfection, think of certifications as a tool for clarity. They’re not about doing everything right, they’re about asking better questions and choosing materials that meet certain standards for safety, sustainability and transparency. Some labels focus on low chemical emissions, others on ethical production or responsible sourcing. This article gives you an overview of what you need to know about labels.
1. Understand What Each Label Covers
Different certifications apply to different materials and parts of the supply chain. For example, Global Organic Textile Standard (GOTS) verifies the organic status of any natural fiber like cotton or wool, linen or hemp from field to finished product. OEKO-TEX Standard 100 focuses on harmful substances in the final fabric, regardless of whether it’s organic. It includes both natural fibers like cotton, wool and linen, as well as synthetic fibers such as polyester and nylon. FSC (Forest Stewardship Council) applies to wood and some paper products, ensuring it’s sourced from responsibly managed forests. Knowing what a label measures helps you choose the right one for the product you’re buying.
2. Look for Third-Party Verification
What makes a label meaningful is how it’s earned. Certifications that require third-party testing – like Greenguard, Cradle to Cradle, or the Global Organic Latex Standard (GOLS) – go beyond self-reporting and check for things like chemical emissions, material safety or environmental impact. When a product carries one of these labels, it means it has met specific criteria set by an independent body, offering an extra layer of accountability.
3. Use Labels as a Starting Point, Not the Final Word
No single label covers everything. Some, like Cradle to Cradle, take a broader view, evaluating materials for health, circularity, climate impact, water use and social fairness. Others are more specific, focusing only on emissions or fiber origin. What matters most is understanding what you value, whether it’s low-toxin materials, ethical sourcing or planetary health, and choosing certifications that align with those priorities.
To help you get started, here’s a simple reference guide to some of the most widely used certifications:
- GOTS (Global Organic Textile Standard): For organic fibers like cotton or wool. Covers the entire supply chain – from farming to finished product – and excludes toxic dyes, bleaches and finishes.
- OEKO-TEX Standard 100: For all textiles, natural or synthetic, organic or not. Tests finished fabrics for harmful substances including heavy metals, pesticides and formaldehyde.
- GOLS (Global Organic Latex Standard): For latex foam in mattresses and pillows. Ensures the latex is organically grown and processed without toxic additives.
- Greenguard and Greenguard Gold: For furniture, paint, flooring and other furnishings. Measures chemical emissions and indoor air impact – Gold is more stringent, especially for spaces like nurseries.
- FSC (Forest Stewardship Council): For wood and paper products. Ensures timber is sourced from forests that are responsibly and ethically managed.
- Cradle to Cradle: A comprehensive label across categories. Evaluates products for material health, recyclability, clean air and climate, water stewardship and fair labor practices.
- Fairtrade: Found on food, textiles and some home goods. Ensures producers are paid fairly, work under safe conditions and follow environmentally responsible practices.
- MADE SAFE: Found on personal care, bedding, mattresses and some household products. Screens for thousands of known or suspected toxic chemicals and ensures ingredients are safe for humans and the environment.
- Certified B Corporation: Applies to companies rather than individual products. Assesses a business’s overall impact across governance, worker wellbeing, environmental responsibility, and transparency. WLLW is currently moving toward full B Corp certification as part of our long-term accountability goals.
Certifications are not about doing everything all at once. They’re a way to slow down, ask better questions and bring more intention to the spaces we live in. And over time, they help shape homes that care for both people and planet – quietly, consistently and well.
Photography: courtesy of OEKO-TEX
