Natural-Products

Tom's of Maine built trust on natural toothpaste, refillable bottles, and Maine-made ethics. Then Colgate-Palmolive bought 84% of the company for about $100 million. Here's what changed, what didn't, and what the marketing leaves out.

Burt's Bees built trust on beeswax, back-to-the-land simplicity, and natural personal care. Then Clorox bought it for $925 million. Here's what changed, what didn't, and what the marketing leaves out.