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Proof! is an independent research group that assesses the thousands of products in the alternative, complementary and eco markets. Its tests are carried out by laboratories, and by its panel of 100 testers.
Its tests establish the active ingredients in products - which can differ dramatically from the claims made on the labels - as well as their reliability, shelf life and usability.
Proof was established in 1995 as a monthly printed report, available only to subscribers. Since then it has reviewed most of the major product types, including vitamins and herbs, water filters, organic teas, bottled water, organic box schemes, gluten-free flours, pet foods and chemical-free toiletries.
It is a sister service to What Doctors Don't Tell You (WDDTY), the monthly health journal, and was created by Lynne McTaggart and Bryan Hubbard, the people behind WDDTY.
Proof was launched as web-only service in 2006. The new service allows its subscribers to access any survey and report published since inception, and when it's needed.