How we score brands

Every brand in the DTCetc directory is scored on four dimensions, so the score badge you see on a brand, comparison or roundup means the same thing everywhere. Here's exactly what goes into it.

The four dimensions

Overall rating

0–100

The headline "should you buy from this brand?" score. 90+ is category-leading; 80–89 best-in-class DTC; 65–79 a solid mainstream pick; below that, niche or with real trade-offs.

Quality

0–100

Materials, craftsmanship and durability. 90+ is luxury-tier; 80–89 premium; 50–79 good for the category; below 50 entry-level.

Sustainability

0–100

Environmental and social practices. 90+ is exemplary (multiple certifications, transparent supply chain); 80–89 a certified leader (B Corp, Fair Trade); 50–79 meaningful practices; below 50 unknown or minimal.

Price tier

$ – $$$$$

Where a brand sits on price, from budget ($) to luxury ($$$$$). This is a position, not a verdict — affordable and premium can both be excellent.

How rankings work

On category and "best of" pages, brands are ordered by their overall rating. Roundups and comparisons add an editorial layer on top — a human chooses which brands make the shortlist and why — but the underlying scores are the same ones shown across the site, and they decide the order.

Our standards

Scores are pulled live

Every score you see is read from our directory at the moment the page loads — not a number typed once and forgotten. When a brand improves (or slips), the page reflects it.

Affiliate links never move a score

Where we earn a commission, the link is marked. Commercial relationships have no bearing on how a brand is scored or ranked — the scoring and the monetization are kept strictly separate.

US direct-to-consumer focus

DTCetc curates US-based direct-to-consumer brands. That focus keeps comparisons fair and the recommendations relevant to a US shopper.

Reviewed and refreshed

Brands carry a "last reviewed" date. We re-check the roster as brands change, new ones clear our bar, and the market moves.

How a brand gets added

Anyone can submit a brand. Submissions are reviewed for fit (US-based, direct-to-consumer), drafted, and scored before they go live — so the directory stays curated rather than open-flooded.