- Personal care
- Baby & kids
- Pet care
- EWG VERIFIED™
The birth of ATTITUDE.
Like many things in nature, ATTITUDE was born in the spring — spring 2005, to be exact. Founded by Jean-François Bernier (JF) and Benoît Lord in Montreal, they set out to create a legacy their kids could and would be proud of.
Vertical integration. Limitless inspiration.
Inspired by their own families, they saw an incredible opportunity: To create a range of household products exclusively with natural ingredients that worked as well, if not better, than synthetic options. Superior quality at supermarket prices, accessible and affordable to all.
Not wanting to be under the thumb of investors, JF and Ben took the company into their own hands and committed to being 100 percent owners. To this day, ATTITUDE remains privately owned, family oriented and vertically integrated — creating products end-to-end, from manufacturing to marketing.
To bring their vision to life, Hans Drouin joined the team in 2006 following the completion of his Ph. D in biochemical engineering. Together, he and JF explored natural ingredients and created the original formulas.
In fall 2006, the company launched with eight household cleaning products. As natural offerings became more popular, so too did ATTITUDE. We quickly went from being part of the movement to leading it.
ATTITUDE is not riding a trend — we are transforming the way our industry works. By being vertically integrated and endlessly curious, we create all our products end-to-end. This gives us intimate knowledge of our ingredients and the true benefits they bring to families like our own. By working with our own in-house lab, our innovation is limited only by our imaginations, inspiration and intuition.
Growing bigger, getting better.
We committed early on that ATTITUDE products would always have the least impact on the environment and our families’ health. That meant containing no ingredients of concern* such as cancer-causing chemicals, mutagens and endocrine disruptors, even at legally tolerated levels. And since there are no scientific studies available showing the long-term exposure to these contaminants of concern, even in small doses, has no effect our our health, we preferred removing them altogether to minimize the impact on our homes, our children and our families.
From 2007 to 2012, ATTITUDE’s lab and office was on St Laurent Boulevard in Montreal. It was during this time, in 2010, that Ben decided to chase an old dream to become a doctor — though he is still part of the family as a trusted advisor.
In 2012, we moved onto de Gaspé Avenue in the Mile End neighbourhood — Montreal’s beating heart of creativity and culture. As our team and lab grew, we relocated to the penthouse in the same building in 2017, which we still call home today.
*Source : EWG
ATTITUDE launched with eight household cleaning products in 2006. Today, it has grown to 250 offerings across Bath & Body, Baby & Kids, Household and Pet Care, with new lines emerging with each epiphany.
All of our products are made with natural, plant- and mineral-based ingredients that have the least impact on our families and the planet. These clean ingredients are developed with EWG's strictest standards in mind: free of cancer-causing chemicals, mutagens endocrine disruptors and other ingredients of concern. Our products are also ECOLOGO® and PETA Certified, hypoallergenic, vegan and cruelty-free.
Our product development is inspired by our real lives — not research on market needs. We are constantly exploring and experimenting. Fortunately, being vertically integrated and working with an in-house lab allows us to go from “A-HA!” to actualization at the speed we need.
Fuelled by childlike curiosity and wonder, our offerings grew with our families’ needs; as our colleagues and their spouses became pregnant, we saw the opportunity for baby and mother products. We also came to understand that families come in all shapes and sizes, and our pet range means every member can be cared for — no matter where they sniff or lick.
Curious how ATTITUDE’s range got to where it is today?
While most recognize ATTITUDE’s iconic Inukshuk and animal-focused packaging, this hasn’t always been the case
While ATTITUDE is based in Montreal, Canada, we have customers in over 44 countries around the world.