Acure
Rated: Fair
Price: $
Location: USA
Quick verdict
Acure is best for budget-conscious consumers seeking affordable, well-certified clean beauty available at mainstream retailers (Target, Whole Foods, Ulta). The brand stands out for an impressive certification stack: Climate Neutral, Leaping Bunny, PETA Cruelty-Free, EWG Verified. At drugstore prices ($5.99–$21.99). Caveats include a complicated past: a child labor controversy at a former manufacturing partner and a false advertising class action lawsuit. The brand has since severed ties and committed to third-party audits.
Key info
- Headquarters
- Fort Lauderdale, Florida, USA
- Founded
- 2010
- Product categories
- Beauty
- Price range
- $
- Key certifications
- Climate Neutral Certified, PETA Cruelty-Free, Leaping Bunny Certified, 100% Vegan, EWG Verified (select products), USDA Organic (select ingredients), Target Clean
Acure sustainability rating
Our ratings are based on a scale from 1 (We Avoid) to 5 (Excellent). How we rate
Rating breakdown
100% vegan formulations free from parabens, sulfates, mineral oil, petrolatum, formaldehyde, and paraffin. EWG Verified on select products. USDA Organic ingredients where applicable. All products stated to be 100% biodegradable. However, specific sourcing origins not detailed.
Committed to third-party audits of all manufacturing facilities after the 2018 Greener Formulas scandal. However, no published Code of Conduct, no SA8000 or Fair Trade certification, and the historical association with a child labor-linked manufacturer, though ties were immediately severed.
Climate Neutral Certified (2024 GHG emissions: 3,481 tCO₂e, $52,379 in climate funding). Packaging uses post-consumer recycled aluminum tubes and 50% PCR bottles and caps. All formulations stated to be 100% biodegradable. No water reduction or additional environmental targets documented.
Climate Neutral data is publicly available and verified. Certifications (Leaping Bunny, PETA, EWG) provide third-party verification. However, no standalone sustainability report, no full supplier or manufacturer list, and not assessed by fashion-focused sustainability platforms.
At $5.99–$21.99, Acure delivers certified clean beauty at drugstore prices, Significantly undercutting brands like Drunk Elephant ($30–$90) or Tata Harper ($30–$120). Wide availability at Target, Whole Foods, Ulta, Kroger, Sprouts, and Thrive Market. Product reviews average 4.5/5.
What they do well
- Exceptional certification-to-price ratio: Climate Neutral, Leaping Bunny, PETA Cruelty-Free, EWG Verified, and USDA Organic certifications at $5.99–$21.99 price points, significantly undercutting certified competitors.
- Climate Neutral Certified with published data: First certified in 2024 with transparent GHG emissions reporting (3,481 tCO₂e) and $52,379 in climate funding, One of the few affordable beauty brands with verified carbon accountability.
- Wide mainstream retail availability: Target, Whole Foods, Ulta, Kroger, Sprouts, Credo, and Thrive Market distribution makes certified clean beauty accessible to everyday shoppers, not just niche consumers.
- Comprehensive clean formulation standards: 100% vegan, 100% biodegradable, free from parabens, sulfates, mineral oil, petrolatum, formaldehyde, and paraffin. Target Clean designation provides additional retailer-level verification.
- Generous return policy and social impact: 365-day returns with free prepaid shipping. Charitable partnerships with Unite for HER (breast/ovarian cancer support) and Turning Green (student environmental advocacy).
Room for improvement
- Child labor scandal at former manufacturer: A 2018 investigation exposed possible child labor violations (children as young as 9) at Greener Formulas, linked to religious sect Twelve Tribes. Acure contracted them for "a small amount of select certified organic products." The brand immediately severed ties, but the association is part of its history.
- False advertising class action: A 2016 lawsuit alleged Acure's "Repair" products falsely claimed to repair damaged hair when no ingredient could actually repair keratin damage. While common in beauty, it reflects overclaimed marketing.
- Limited supply chain transparency: No published manufacturer list, no factory-level disclosures, no Code of Conduct. After the Greener Formulas scandal, third-party audits were committed to but specifics are not published.
About Acure
Acure (legally Better Planet Brands LLC) was founded in 2010 in Fort Lauderdale, Florida by Jon Guerra and Kristy Guerra. Kristy was inspired by her grandmother's decade-long battle with breast cancer; Jon brought 17+ years of natural product formulation experience. In June 2022, Carina Breda (ex-BWX Limited, Revlon) was appointed CEO as Jon stepped back to focus on product development.
The brand positions itself as affordable clean beauty with wide mainstream distribution: Target, Whole Foods, Ulta, Kroger, Sprouts, Credo, and Thrive Market. Products are priced at $5.99–$21.99, competitive with conventional drugstore offerings. Revenue is estimated at $10M–$25M with approximately 25–50 employees. Certifications include Climate Neutral (3,481 tCO₂e in 2024), PETA Cruelty-Free, Leaping Bunny, EWG Verified, USDA Organic, and Target Clean. All products are 100% vegan and formulated without parabens, sulfates, mineral oil, and other harmful ingredients.
Two significant controversies mark Acure's record. The 2018 Greener Formulas child labor scandal—an investigation exposed possible violations at a manufacturer linked to the Twelve Tribes sect. Acure immediately severed ties and committed to third-party audits. A 2016 false advertising class action alleged the "Repair" line falsely claimed hair repair benefits. Despite these issues, the brand has maintained operations and strengthened its certification portfolio, with a major brand refresh in March 2025. Awards include Beauty Innovation Awards 2025 "Exfoliate Product of the Year" and Elle 2024 Editor's Choice.
Product highlights
Brightening Cleansing Gel
Gentle facial cleanser targeting dull skin; 100% vegan, EWG Verified, paraben-free
~$10.99
Core product demonstrating Acure's promise. Certified clean beauty at drugstore pricing
Argan Oil
Cold-pressed multipurpose oil delivering essential fatty acids and vitamin E for deep hydration
~$18.99
Heritage product and long-time bestseller; embodies the brand's natural-ingredient focus
AI Peptide Serum
Multi-peptide formula for firming and smoothing skin, reducing fine lines
~$22.99
Brand's highest-priced product still under $23: demonstrates the affordability commitment across even premium formulations
Bonding Shampoo
Strengthening shampoo that reinforces weak, brittle strands with bonding technology
~$7.49
Shows the brand's expansion beyond skincare into haircare while maintaining clean formulation standards and accessible pricing
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