Trust Index Methodology
Every score traces back to this rubric. We publish it in full so every number can be challenged, verified, and reproduced.
Disclosure: Evident Health LLC owns Sleep Karma, a bamboo-silk mouth tape brand. Mouth tape is intentionally excluded from this index to avoid scoring our own category. We disclose this prominently because that’s what trustworthy publishers do.
How it works
The seven scoring dimensions
Each brand is scored 0–100 on seven dimensions. Scores are aggregated into a composite Trust Score using the weights shown. Hover the chart to explore.
What we measure: Full per-serving disclosure vs proprietary blends. Named source ingredients. Clinically studied dose ranges. Inactive ingredient listing.
Sources: Brand label, product page, PubMed clinical literature
What we measure: Independent lab data vs label claims (±15% tolerance). Heavy metals (Pb, As, Cd, Hg) vs Prop 65 thresholds. Undisclosed adulterants. Container chemistry (BPA/BPS).
Sources: ConsumerLab, Consumer Reports, Clean Label Project, Lead Safe Mama, our commissioned lab tests
What we measure: FDA warning letters, FTC enforcement, NAD challenges, Prop 65 settlements, class actions, recalls, BBB complaint volume. Points deducted from a starting score of 100.
Sources: FDA, FTC, NAD, PACER, CA DOJ Prop 65 database, BBB profiles
What we measure: Top 5 health claims tied to peer-reviewed evidence at the delivered dose. Cited studies match the actual ingredient. FTC endorsement disclosure compliance.
Sources: Brand marketing, PubMed, Retraction Watch, ClinicalTrials.gov, FTC 16 CFR 255
What we measure: Hidden ingredients behind 'natural flavors' (FDA 21 CFR 101.22). Undisclosed sweeteners, preservatives, processing aids. The LMNT maltodextrin loophole.
Sources: Brand labels, independent investigation, class action filings
What we measure: NSF Certified for Sport (25 pts), Informed Sport/Choice (25 pts), USP Verified (20 pts), NSF Contents (15 pts), ConsumerLab (10 pts), Clean Label Project (10 pts), USDA Organic (5 pts).
Sources: NSF, Informed Sport, USP, CLP, ConsumerLab public databases
What we measure: Country of manufacture disclosed. Specific manufacturer named. Country of origin for primary actives. Supplier transparency. GMP/facility audit disclosure.
Sources: Brand FAQ/about pages, FDA establishment registration, trade press
Composite scoring bands
The composite Trust Score places each brand into one of five bands.
Strong disclosure, clean record, substantiated claims
Mostly trustworthy with specific gaps documented
Multiple meaningful trust deficits
Pattern of opaque, unverified, or contested behavior
Multiple confirmed failures across dimensions
Categories included
Categories must have ≥$250M US annual revenue, at least one brand with ≥$50M funding or ≥$250M valuation, and independent third-party data sources covering ≥50% of scored brands.
Brand selection criteria
Unicorn tier
Must meet any one threshold:
Indie comparison
Selected as a control group to test the funding-vs-trust hypothesis:
Brand right of reply
Any brand scored in the Trust Index has the right to:
We do not offer: Pre-publication review of scores, removal in exchange for cooperation or advertising, or score adjustments absent documentary evidence.
Honest caveats
Full methodology document
The complete methodology (v1.0) — including sub-criteria, point allocations, and sources of truth for each dimension — is available as a PDF appendix in the full Trust Index report.