ATTITUDE

ATTITUDE's own about page leans on its sustainability record rather than a founder story: "We inaugurated our very first plastic-free boutique located at 4260 Saint-Denis Street in Montreal... Over 1000 tons of plastics saved since 2021 by using plastic-free packaging... Since 2020, we planted over 1.5 million trees to help preserve the planet. ATTITUDE has its own in-house laboratory and state-of-the-art factory."

The company was founded in Montreal in 2006 by Jean-François Bernier and Benoît Lord, who wanted to build something clean enough for their own families and leave that as their legacy.