Media kit
A place here can’t be bought. That is why it means something.
Nontoxic Nook is a collection of editorial articles, research, and product guides that helps people learn about organic and all-natural home products. We aim to be the premier source of non-toxic product education for a safer home and a healthier family.
At a glance
The directory as it stands today. These counts are live, and every product behind them passed the same published criteria.
- Products listed
- 1,773
- Across 5 collections
- Brands represented
- 717
- Chosen by us. Brands don’t apply or pay
- Articles published
- 228
- 136 product guides, plus research and news
- Products judged
- 5,659
- 26% turned away, across 81 categories
What we cover: Kitchen (576), Baby (309), Bath (258), Home & Living (360), Bedding (270). The full breakdown.
Who we are
“Non-toxic,” “all-natural,” “eco-friendly,” and “clean” don’t mean anything on their own. Brands lean on those words because they’re undefined, and replacing the synthetic things in a home with genuinely organic ones means hours of cross-checking labels, materials, and certifications for a single purchase.
Nontoxic Nook does that work once and keeps the result in one place: a directory of products that have disclosed what they are made of and passed a published standard, with guides and research that explain the reasoning. It is not a store. Every product page links out to the brand or the retailer that sells it.
“I’m an obsessive, informed consumer, not a lab. I read what a brand publishes, verify its certificates in the issuer’s own registry, and leave out anything that can’t be backed up. My name is on every page, so you know exactly who to email.”
Audience
People come here to choose a product. For every two visits, one click goes out to a brand or a retailer.
- Engaged visits
- 13,692
- Up 2.1x on the 30 days before
- Clicks out to brands and retailers
- 6,842
- Up 2.7x on the 30 days before
- Clicks out per visit
- 1 in 2
- One click to a brand or retailer for every two visits
- Google Search impressions
- 350,000+
- In 28 days, not counting searches for our own name
Visits and clicks are for the 30 days ending November 10, 2026; search impressions are for the 28 days ending November 10, 2026. Measured first-party, with automated traffic filtered out. Consent-based tools such as Google Analytics only count readers who accept analytics cookies, so they report lower figures for the same period. Current numbers are available on request.
Who reads Nontoxic Nook
- People replacing something specificThey arrive from a search for one product, such as a coffee maker with no plastic in the water path or a crib mattress without flame retardants, and they are ready to choose.
- People who read the label firstThey already distrust “clean” and “eco-friendly” as words. They want the materials, the certificate, and the source, and they compare before they buy.
- Households making the switchNew parents, new homeowners, and anyone who has started to wonder what the things in their home are made of, working through it one room at a time.
How they find us
Roughly two in three visits begin with a search: Google first, then DuckDuckGo, then Bing. The rest come directly, from social profiles, and from AI assistants such as ChatGPT, Perplexity and Gemini, which read the directory through its machine-readable pages.
What they shopped most
- 1Coffee makers
- 2Electric kettles
- 3Blankets and throws
- 4Blenders
- 5Oral care
By clicks out to brands and retailers, same 30 days.
New guides, research, and product additions also go out on Threads, Bluesky, Facebook, and Pinterest, and in a weekly email digest.
What a listing means
Readers trust a listing because of what it took to get one. That trust is the thing a listed brand gets to borrow.
- Step 1Disclosure gate5 checks before any chemistry
- Step 2Hard exclusions15 substance groups, every category
- Step 3Category rulesExtra disqualifiers for 9 categories
- ResultListedAnd re-verified when formulas change
- Every product is judged on the brand’s own material and ingredient disclosure and on independent certifications, never on marketing copy.
- Certificates are checked in the issuer’s own registry. Expired, brand-wide, or self-issued seals don’t count.
- A product that can’t be evaluated is not listed. “Not evaluable” is a rejection, not a maybe.
- Listings are re-checked on a rolling basis and come off when a formula, a material, or the disclosure changes.
Every listed product has
No PFASNo plastics or polyesterNo chemical flame retardantsNo phthalatesNo BPA or bisphenolsSee all 15 exclusions26%
of the 5,659 products judged so far did not make it: 1,255 failed and 241 could not be evaluated.
100%
of listings had their links re-verified in the last 90 days.
Most common certifications
- GOTS (359)
- OEKO-TEX Standard 100 (269)
- GREENGUARD Gold (102)
- Fair Trade Certified (78)
The whole standard is public: Our Promise, how we vet, and the database in numbers.
Ways to work with us
5 · all freeNone of these costs anything, and none of them changes whether a product qualifies.
Put your products forward
Send the product pages and whatever documents back them up: full materials or ingredients, certificate numbers, spec or safety data sheets. We vet on documentation, so there is no need to ship samples. Every product goes through the same criteria, and a submission does not change the outcome.
Read the criteriaShow the “Vetted by Nontoxic Nook” badge
If your products are listed, you can display a live badge that links to your vetting record: the products listed and when they were last verified. It is free, it updates on its own, and it comes in light, dark, and single-colour lockups.
How the badge worksConnect your affiliate program
If you run an affiliate program, invite us and we will link your listed products through it. We already work through Impact, Awin, ShopMy, Refersion, UpPromote, GoAffPro, and Amazon Associates, and we can join a brand’s in-house program. A product does not need a program to be listed, and having one never changes whether it qualifies or where it ranks.
Affiliate disclosureKeep your record current
Tell us about a launch, a reformulation, a new certification, a discontinued product, or anything we got wrong. Corrections are made within a few days, and your brand page and badge update with them.
Find your brand pagePress, data, and commentary
The aggregate vetting numbers are published under CC BY 4.0 and free to cite. The founder is available for interviews, quotes, and podcasts on non-toxic materials, certifications, and how to read a product’s disclosure.
The database in numbers
What isn’t for sale
No brand can buy
- A listing in the directory
- A ranking, an Editor’s Pick, or a place in a guide
- Sponsored articles or paid newsletter features
- A kinder write-up, or approval of our copy before it runs
- Coverage in exchange for free product
Why that is good for you
Nontoxic Nook doesn’t accept payment for placement, ranking, or coverage. Affiliate links may appear on product pages. They never affect what gets listed or how it’s positioned.
If a place here could be bought, it would be worth nothing to the brands that earned theirs. Readers know the difference, which is why they click through.
Brand assets
Copy and marks you can use as they are when you mention us.
The badge
A specimen. Each listed brand has its own, with its live product count and verification month. Get yours.
About Nontoxic Nook, in one line
Nontoxic Nook is an independent directory and guide to non-toxic and organic home products, vetted against published criteria.
About Nontoxic Nook, in a paragraph
Nontoxic Nook is a collection of editorial articles, research, and product guides that helps people learn about organic and all-natural home products. Every product in its directory has disclosed its materials and passed a published set of exclusions covering PFAS, plastics, chemical flame retardants, phthalates, bisphenols and more. Nontoxic Nook is independent: brands cannot pay for a listing, a ranking, or coverage. It was founded by Lucas Gruber.
About the founder
Lucas Gruber is the founder and editor of Nontoxic Nook, a site started after learning how much of the dust in a home is plastic shed from synthetic fabrics. Lucas researches and vets non-toxic alternatives for every room.
When you mention us
- Write the name as “Nontoxic Nook”: two words, both capitalised.
- Say “vetted by Nontoxic Nook” or “listed on Nontoxic Nook”. Please don’t say tested, certified, or approved: we review documentation and are not a lab or a certification body.
- The claim covers the products we list, not a brand’s whole catalogue.
- Link to your brand page or to nontoxicnook.com so readers can check the record for themselves.
Questions brands ask
- Can we pay to be listed, featured, or ranked higher?
- No. Nontoxic Nook does not accept payment for a listing, a ranking, or coverage, and there is no sponsored tier. Every product is judged against the same published criteria.
- How do we get our products considered?
- Email hello@nontoxicnook.com with the product pages and the documents behind them: full materials or ingredients, certificate numbers, and any spec or safety data sheets. Each product is checked against the published criteria. A submission does not change the outcome.
- Do you need samples?
- No. Vetting is a review of disclosed materials, certifications, and documentation. Nontoxic Nook is not a laboratory and does not test products, so there is nothing to ship.
- Do we need an affiliate program to be listed?
- No. A product does not need an affiliate program to be listed, and having one never changes whether it qualifies or where it ranks. If you do run one, we are glad to link your listed products through it.
- Can we say we are listed on Nontoxic Nook?
- Yes, for the products that are listed. Use the wording “vetted by Nontoxic Nook” or “listed on Nontoxic Nook”, or show the free badge, which links to your vetting record. Please do not describe it as testing or certification.
- What happens if a product changes?
- Listings are re-checked on a rolling basis. A product that is reformulated, discontinued, or stops disclosing its materials comes off the directory, and the badge reflects that on its own.
- Something in our listing is wrong. How do we fix it?
- Email hello@nontoxicnook.com with the product and what is off. Corrections are made within a few days.
Get in touch
One inbox, read by the founder. Tell us which products you make and what you have in mind, and attach whatever documentation you have. You will hear back from a person.
Related: For brands · Our promise · About · Editorial policy · Affiliate disclosure. This kit lives at https://nontoxicnook.com/media-kit.