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.
Personal-Care
Native built its brand on the promise of simple, clean ingredients and independence from Big Beauty. Then P&G wrote a $100 million check.
Burt's Bees has been owned by The Clorox Company since 2007. Here are 5 truly independent clean personal care brands with no corporate parent.
Dove is owned by Unilever and uses synthetic fragrances despite its 'Real Beauty' branding. Here are 6 truly independent clean alternatives for soap and body care.
The Honest Company is publicly traded and has faced lawsuits over 'natural' claims. Here are 4 truly independent clean baby and personal care brands.
Johnson's Baby is made by Johnson & Johnson, a company that has faced numerous lawsuits over product safety. Here are 4 truly independent clean baby care brands.
Native deodorant was sold to Procter & Gamble for $100M in 2017. Here are 4 truly independent clean deodorant brands that haven't sold out.
Tom's of Maine has been owned by Colgate-Palmolive since 2006. Here are 5 truly independent clean toothpaste and oral care brands.
Not all 'natural' sunscreens are safe. We break down mineral vs chemical sunscreen, which ingredients to avoid, and the best non-toxic sunscreen brands with verified clean formulations.
Burt's Bees built a beloved brand around beeswax, botanicals, and natural goodness. Then Clorox — the bleach company — bought it for $913 million. Here's what that means for your lip balm.
Dove's 'Real Beauty' campaign built trust for decades — but does that goodwill translate to clean ingredients? We investigate who owns Dove and what's really in it.
Dr. Bronner's is USDA Organic, Fair Trade certified, and still family-owned. We investigate whether it genuinely earns the clean label — and why it stands apart from corporate-owned brands.
Native was founded as a clean deodorant brand, then sold to Procter & Gamble in 2017 for $100M. We investigate the ingredients, ownership, and whether it still lives up to its claims.
Neutrogena leans on 'dermatologist recommended' claims while many products contain parabens and synthetic fragrance. Now a Kenvue brand after the J&J spinoff — we investigate what's inside.
Jessica Alba's Honest Company went public on NASDAQ in 2021, faced lawsuits over 'natural' ingredient claims, and still markets wellness. We investigate what's actually in the products.
Tom's of Maine has marketed itself as a natural personal care brand since 1970. But Colgate-Palmolive bought it in 2006. We investigate what changed — and what the 'natural' label really means on these products.
A no-nonsense guide to aluminum-free deodorants — what works, what doesn't, and which independent brands are worth trying.