Two checks.
Every product.
No exceptions.
Before anything is listed on Daily Ritual Lab, it goes through two independent AI screens. Here is exactly what that means — in plain English.
Why two audits?
Because a product can have a clean ingredient list and still not be what it claims to be. And a product with glowing marketing can have hidden nasties in the label. One check is not enough. So we built two — one for what's inside the bottle, one for what real customers actually experience. Both have to pass before anything reaches you.
The
Ingredient
Screen
Our AI reads every single ingredient on a product and checks it against a database of over 1,400 substances known to be harmful, disruptive, or deceptive. Think of it as a very thorough friend who has read every study.
Synthetic fragrance & parfum
A single word that can hide hundreds of undisclosed chemical compounds. Always flagged.
Parabens & preservatives
Linked to hormone disruption. Any paraben in a leave-on product is an automatic rejection.
SLS, SLES & harsh sulfates
Common in foaming products. Stripped from our screen at the source.
PEGs, oxybenzone & phthalates
Penetration enhancers, chemical sunscreen actives, and plasticisers — all flagged.
Essential oils by botanical name
Lavandula angustifolia, rosehip, jojoba — these are not synthetic fragrance. They pass.
If a product clears the ingredient screen, it moves to the second audit. Both must pass. There is no score, no partial credit, no "mostly clean."
Consistent, specific customer outcomes
Reviews that mention real results — skin clarity, no irritation, smell as described — are positive signals.
Patterns of reactions or irritation
Multiple customers reporting the same skin reaction is a red flag, regardless of how good the ingredient list looks.
Claims that don't match experience
If a brand says "fragrance free" and customers consistently report a strong scent, the AI picks it up.
Small brands with few reviews
Low review volume is not a negative signal for independent makers. We apply a boutique brand rule — they start higher and only drop for confirmed issues.
Verified press & credible mentions
Coverage in trusted publications and specialist media adds to the score. Marketing fluff does not.
The
Social
Audit
Our AI searches the web for real customer reviews, Reddit threads, forum discussions, and press coverage — and analyses what people actually experience with the product, not just what the brand claims.
What happens after the audits.
Listed on Daily Ritual Lab
The product is tagged as verified and published on the site. It gets a verified badge and full ingredient disclosure on its product page.
Not listed — no exceptions
The product is logged as rejected with the specific reason recorded. Popular brands are treated the same as unknown ones. There is no appeals process.
Re-screened from scratch
If a brand changes its formula, both audits run again. Verified status is not permanent — it reflects the current formulation only.
You don't need to understand
the technology to trust the result.
The AI does the technical work. What it produces is simple: a pass or a fail. Either a product is on this site, or it isn't. There is no middle ground, no sponsored placement, and no exceptions for big brands with big budgets.
Do brands pay to be listed?
No. A product earns its place by passing both audits. Payment plays no role.
What if I recognise a brand that isn't here?
It either hasn't been reviewed yet, or it didn't pass. We add new brands regularly.
Can a product lose its verified status?
Yes. If a brand reformulates or new customer data surfaces concerns, we re-audit. Verified means verified now — not forever.
Is this the same as organic certification?
No — certification checks what's in the formula against a standard. Our screen also checks how real people experience the product in the world.