GoodGuide is a new product recommendation system focused on "safe, healthy, and green products." It will tell you what chemicals are in your toothpaste, or if your socks are made with sweatshop labor.
The company's real value add is in acquiring the data on the products. The packaging of the data into a site is the easy part, but we think they've done a great job at it.
That's it, simple story. Looks like a great product and service. iPhone app coming, and expansion into other areas as well: Food, toys, electronics, adding to the current lineup of 60,000+ personal care and clothing items.