Equate was founded in 2006 with a simple but ambitious mission – to provide quality products at an affordable price for families everywhere. For over 15 years, we’ve been committed to making healthcare, beauty, personal care, and household essentials accessible to all.

Our Humble Beginnings

It all started when our founders recognized a need in the market for more affordable versions of popular national brands. They believed that no one should have to choose between quality and price when it comes to the products we use every day.

With this goal in mind, Equate was born. Our first products were generic versions of common over-the-counter medications and pantry staples like paper towels. We partnered with major retailers to get our products on their shelves at prices far below the name brands while maintaining high standards.

Even in those early days, our focus was on more than just saving shoppers money. We wanted to build trust in the Equate name by providing products that performed as well as the national brands. Extensive testing and evaluation go into every product we make to ensure it meets our strict quality standards.

Growing the Equate Family

The response from shoppers was tremendous. It was clear we had struck a chord with families looking to stretch their budgets.

Buoyed by this positive reception, we expanded into new categories like personal care, beauty, baby products, and more. We carefully researched which national brands were most popular and formulated Equate versions with comparable active ingredients and performance.

Within a few short years, Equate had become the leading value brand. Shoppers knew they could count on us for generics of big names like Tylenol, Metamucil, Ziploc bags, and hundreds of other consumer favorites.

The Equate Difference

Our growth over the years has never clouded the principles we built Equate on. Above all, we believe everyone deserves access to quality healthcare and household products. Equate continues to deliver on its founding promise in several key ways:

Quality

Maintaining high standards is the only way we know how to operate. Our dedicated research team carefully develops each Equate product to match the national brand in performance and quality. We conduct rigorous testing during design and production. Random batch testing also occurs after products hit store shelves to ensure nothing falls short.

Value

Providing significant savings is central to our mission. Equate products cost 30-40% less on average than national brands. We can offer lower prices in part because we avoid massive advertising budgets that drive up costs. The savings go straight to shoppers without sacrificing quality.

Trust

Earning shopper trust takes years, and we work hard to maintain it. We adhere to strict standards governing safety, purity, and effectiveness. Our facilities follow Good Manufacturing Practices (GMP) regulations. We’re committed to transparency about our ingredients and testing.

Selection

One reason for Equate’s growth is our vast product selection. We currently offer over 2,000 products spanning all the categories today’s households need – medicine, supplements, oral care, skin care, hair care, baby care, vitamins, cleaning supplies, and so much more. Name a national brand, and we likely offer a comparable Equate version.

Convenience

You can find Equate products at major retailers across the country and online. Our wide distribution makes it easy for shoppers to consistently rely on Equate for all their household needs in one convenient place. We’re committed to keeping our products in stock and available where consumers already shop.

Our Product Philosophy

We take pride in offering products families can trust, with a focus on these core values:

Quality Standards

Every Equate product undergoes rigorous quality testing before launch. Formulations match national brand active ingredients and performance. Random testing continues after products hit shelves. Equate meets all regulatory requirements in our category.

Great Value

Shoppers can save 30-40% on average versus national brands with Equate. We avoid wasting money on marketing costs that drive up prices. Our discounts go straight to consumers.

Safety First

Ingredients and formulations go through strict safety assessments. We adhere to all category regulations and ingredient purity standards. Our facilities follow GMP and other rules governing quality control.

Honesty and Transparency

We believe consumers deserve to know what’s in the products they buy. We’re committed to transparency about active and inactive ingredients, testing methods, and manufacturing. Equate has earned trust through honest information.

Diverse Selection

No matter what your family needs, we aim to have an Equate version at a great value. Our 2000+ products span all key household categories. We match the most popular national brands while filling gaps with new quality generics.

The Equate Difference

We may offer affordable prices, but we refuse to cut corners on what matters. Equate delivers quality by design, not by accident. Our commitment to excellence underpins every product we make.

Research Expertise

Our research team has over 100 years of combined experience in product design, evaluation, and testing. Their expertise ensures our formulations match national brand performance through rigorous assessments.

Stringent Testing

Extensive testing during design and production ensures efficacy and safety. Products undergo additional quality checks by independent labs once finished. We reject any batch that falls short of standards.

Premium Ingredients

We use ingredients comparable to national brands. Our strict specifications and audits ensure purity, potency, and consistent quality. We abide by all regulations for active and inactive ingredients.

Compliance Standards

Our facilities follow Good Manufacturing Practices, Standard Operating Procedures, and ISO quality standards. We adhere to all category-specific regulations and safety protocols across production.

Shopper Insights

Understanding shopper needs guides our product development and improvement. We regularly survey consumers and analyze market trends to identify new opportunities to serve families through quality generics.

Our Team

Equate was founded by people with a passion for making quality affordable. Today, that passion lives on through our talented team united by shared values:

Integrity

We stand behind every product that bears the Equate name. If we wouldn’t feel good giving it to our own families, we simply won’t make it. You can trust what’s inside is safe, pure, effective, and high-quality.

Caring

Our mission is to serve. We care deeply about making lives easier for shoppers through access to affordable healthcare, self-care, baby care, home care, and pantry essentials. Our greatest reward is helping families thrive.

Excellence

Good enough is never good enough for us. We push ourselves to keep improving, keeping consumer needs at the center of all we do. Every product and process goes through rigorous testing and review to maintain our high standards.

Community

We believe we’re all in this together. Equate proudly supports organizations that help provide care and empowerment to people nationwide. We strive to make a positive impact on our communities.

Our close-knit team feels like family. We support each other, share ideas freely, and collaborate to find new ways to fulfill our mission. Our culture reflects our Midwestern roots – humble, dedicated, and caring.

Giving Back

Equate believes in giving back to the communities we serve nationwide. Below are some of the ways we strive to make a positive impact:

• Donating healthcare, personal care, and household products to local food banks, shelters, schools, and aid programs.
• Volunteering at charities across the country – food banks, children’s hospitals, shelters, parks conservation programs, and more.
• Supporting health organizations through financial aid and product donations – breast cancer foundations, children’s hospitals, clinics providing affordable care, and other groups expanding community access to healthcare.
• Working with youth mentoring programs nationwide to provide coaching, job preparation, scholarships, and growth opportunities to the next generation.
• Partnering with local chambers of commerce, business incubators, and economic empowerment programs to foster small business, entrepreneurship, and workforce development in our communities.
• Funding recycling initiatives to reduce waste and keep communities clean. We also operate our facilities with a focus on eco-efficiency and sustainability.

Giving back is woven into everything we do. We believe business should strengthen communities, empower individuals, and protect the planet we all call home.

Looking Ahead

As Equate moves into the future, our founding spirit remains unchanged. We’ll continue pursuing our mission of making quality affordable with the same passion we felt back in 2006.

We plan to expand into new product categories most important to households today. Our researchers actively look for gaps where Equate can deliver value. You’ll see us launching more niche generics catering to health conditions, lifestyle needs, and environmental preferences.

And as always, we’ll keep listening closely to shoppers. Your needs, feedback, and trust guide everything we do. We can’t wait to keep serving you and your family in the years ahead.

Thank you for choosing Equate. Here’s to growing stronger together!