ethique.com website review

About 535 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 2.9 s faster on a phone.

Your mobile performance score is 60. Pages that score under 90 lose visitors before the first paint.

8 third-party services load with your homepage (Shopify, Google Tag Manager and rebuyengine.com and others), adding 1.9 MB and 667 ms of main-thread time.

10 files block the first paint until they finish downloading. Deferring or inlining them could save about 700 ms.

About 63 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 440 ms faster on a phone.

5 images could be 418 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen.

A phone's processor spends 2.8 s on main-thread work while loading, 1.6 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

rebuyengine.com costs a phone 171 ms of main-thread work and 870 KiB of downloads while your page loads. Loading it after the page is usable, or only on the pages that need it, takes that off the critical path.

Shopify costs a phone 194 ms of main-thread work and 379 KiB of downloads while your page loads. Loading it after the page is usable, or only on the pages that need it, takes that off the critical path.

Google Tag Manager costs a phone 189 ms of main-thread work and 341 KiB of downloads while your page loads. Loading it after the page is usable, or only on the pages that need it, takes that off the critical path.

15 files are served with short cache lifetimes, so returning visitors download them again (80 KiB).

Polyfills for old browsers add 70 KiB JavaScript that modern phones do not need. Google estimates it would make the page about 150 ms faster on a phone.

6 long tasks block the main thread while loading, the longest for 126 ms. During a long task the page ignores taps.

Critical files load one after another instead of in parallel (3 chains). Preconnecting to key origins and preloading the hero image shortens the chain.

Your largest element takes 19.3 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image “Seasons Change + so does your scalp Dry, flakey, oily or th…”.

The page becomes fully interactive after 20.1 s. Good is under 3.8 s.

Visually, the page fills in at 7.2 s (Speed Index). Good is under 3.4 s.

The first text or image appears after 2.7 s on a phone. Good is under 1.8 s.

Scripts block taps and scrolling for 212 ms in total while the page loads. Good is under 200 ms.

6 images have no width and height attributes, so the layout jumps as each one loads.

Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' tap response (inp) went from 121 ms to 134 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' largest content (lcp) went from 1.9 s to 2.0 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 4.1 MB in 352 requests on a phone: scripts 1.6 MB (93), other files 1.2 MB (184) and images 867 KiB (45). Under 2 MB keeps phones on slow connections fast.

Seasons_Change.png is on the first screen but marked loading="lazy", so the browser waits before fetching it and the page looks finished later. Load it eagerly (and give it fetchpriority="high" if it is the main image).

By the Sustainable Web Design model, a visit to your homepage emits about 1.15 g of CO₂e: 137.8 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

3 buttons have no accessible name, so screen readers announce just “button”.

Scrollable region must have keyboard access: 1 element on the page fails this check, rated serious by axe-core.

4 images have no alt text, which hurts accessibility and image search.

All page content should be contained by landmarks: 6 elements on the page fail this check, rated moderate by axe-core.

Users should be able to zoom and scale the text up to 500%: 1 element on the page fails this check, rated minor by axe-core.

Elements with visible text labels do not have matching accessible names. (1 element).

1 link use generic text like “click here” or “learn more”, which tells Google nothing about the page behind it.

The homepage links to 132 pages on ethique.com and 4 external pages.

/products/travel-case-for-shampoo-conditioner-bars, /collections/haircare-best-sellers, /collections/scalp-concerns and /collections/balanced have no meta description, so Google writes the search snippet from whatever text it finds.

/collections/all, /collections/hair, /collections/haircare-best-sellers, /collections/shampoo, /collections/conditioner and /collections/haircare-bundles and 7 others have no <h1> headline, so visitors and search engines get no clear main topic.

We fetched 15 pages linked from your homepage (of 55 found) and read each the way a search engine does.

20 of 51 tappable elements near the top of the page are smaller than 24 px, hard to hit with a thumb.

On a 390 px-wide phone the page scrolls sideways, a sign that something is wider than the screen.

1 error was logged to the browser console while the page loaded, for example “Failed to load resource: net::ERR_FAILED”.

HSTS is set, but max-age is 91 days; one year is the recommended minimum.

4 links go through two or more redirects, for example https://ethique.com/customer_authentication/redirect?locale=en&region_country=US.

No Referrer-Policy header, so full URLs can leak to the sites you link to.

No Permissions-Policy header to switch off camera, microphone and location for embedded content.

X-XSS-Protection is set to “1; mode=block”; the header is deprecated and can introduce bugs. Use 0 or remove it.

There is no /.well-known/security.txt telling researchers how to report a security problem to you.

On a phone, there is no call to action on the first screen: visitors have to scroll to find out what to do next.

A local customer looking to call finds no phone number on the homepage. Add one, ideally as a tap-to-call link.

No analytics or tag manager detected in the HTML, so you can't measure whether any of these fixes work.

No phone number or email link on the homepage, so ready-to-buy visitors have one fewer way to reach you.

The homepage shows no opening hours. If customers visit or call, show when.

There is no link to Google or Apple Maps. A directions link is one tap for a phone visitor.

The homepage carries about 379 words of visible text.

The page uses urgency cues (a countdown or limited-time wording).

Email authentication: SPF record 25 points, plus 15 when it ends in -all (10 for ~all); DMARC record 25, plus 25 for a reject policy (15 for quarantine); a DKIM key on a common selector 10.

Before a visitor clicks anything, the page loads Google Ads, Google Analytics, Google Tag Manager and Klaviyo (measured from a US location before any click). No consent tool was detected. Visitors from the EU, UK and several US states must be asked first.

Opening the homepage sets 4 cookies (measured from a US location before any click).

No known cookie consent tool loads with the page. Some sites build their own banner, and some only show one to visitors from the EU.

Loading the homepage contacts 32 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.