Dr. Bronner’s: Ethical Business, Radical Soap & the All-One Mission

Dr. Bronner’s isn’t just another soap company – it’s a movement.

At its helm is David Bronner (who playfully titles himself “Cosmic Engagement Officer”), a CEO as unconventional as he is principled (gq.com, info.drbronner.com).

Under his leadership, this family-owned brand has transformed from a “quirky cult soap maker2 into a beacon of ethical business that’s adored by conscious consumers (I personally love what the business has become).

Yes, in an industry often driven by profit at ANY cost, Dr. Bronner’s proves you can “do well so you can do good,” and do it with style, soul, and a smile (lisabronner.com, linkedin.com).

So, Who Is David Bronner?

A 5th-Generation Soapmaker With a Cosmic Twist, David Bronner is the grandson of Dr. Emanuel Bronner (the company’s original founder) and a fifth-generation soapmaker (info.drbronner.com).

But he’s far from traditional. David uses he/they pronouns and identifies “somewhere on the spectrum of gender and orientation,” openly sharing that he considers himself “about 25% girl”. FANTASTIC.

In a 2022 coming-out blog post, he revealed a dramatic epiphany (sparked by an LSD/MDMA experience in the ‘90s) where he realised he wasn’t simply “man or woman,” but rather “an incarnate soul here to serve” – freeing himself from rigid gender norms (thepinknews.com).

This personal journey speaks volumes about his character: inclusive, spiritually open, and unafraid to challenge norms.

Cleansing Capitalism: Dr. Bronner’s and the Rise of the Rebel Brand

David’s leadership style is anything but corporate conventional.

He literally rechristened the CEO title to “Cosmic Engagement Officer,” setting a tone that blends business with idealism.

At company headquarters in California, new hires are greeted by the “Foamy Homies”, a welcome crew in tie-dye coveralls who blast disco from a psychedelic fire truck.

David himself might kick off an orientation by proclaiming, “I’m on the All-One path,” echoing the unifying mantra his grandfather emblazoned on every soap bottle.

This hands-on, heart-on-sleeve leader is as likely to be found at Burning Man or leading an activist rally as in a boardroom.

He’s a dedicated vegan, an avid surfer, and someone who isn’t shy about dancing late into the night – all of which feeds into the creative, compassionate energy he brings to the company.

Transforming the Family Business

When David (and his brother Michael) took over after their father’s passing in 1998, Dr. Bronner’s had great soap and a loyal following. But David turbocharged its mission-driven growth

He pushed the company to certify organic by 2003 and Fair Trade by 2007, forging direct partnerships with farmers across the globe

He has led Dr. Bronner’s to pursue a dizzying array of independent certifications (no fewer than 17 at last count) to prove its claims to customers

In financial terms, David helped grow the business from roughly a $3 million operation in the late 1990s to over $200 million in annual revenue by 2023 – all while sticking to the company’s radical ethics

(Take that, cynics who say altruism and profit can’t coexist!) David Bronner has effectively turned a once-“hippie” soap brand into a juggernaut of ethical capitalism – a top-selling natural soap in North America that still behaves more like a social activist than a faceless corporation!

Walking the Talk (Even If It Means Getting Arrested!)

Perhaps the most iconic story illustrating David’s activist spirit is when he literally locked himself in a steel cage outside the White House in 2012 – accompanied by live hemp plants – to protest the absurdity of U.S. hemp prohibition.

In this act of civil disobedience, he publicly harvested hemp inside a cage until police cut him out, all to draw attention to outdated laws.

It’s a way of focusing attention on the absurdity and injustice of the law,
David Bronner

This kind of bold activism is part and parcel of who David is.

Whether it’s championing hemp legalisation, advocating for psychedelics research, or fighting for fair wages, he leads not from behind a desk but on the front lines.

In short, David Bronner is the real deal: an activist CEO who blends personal passion with business to an extraordinary degree.

Dr. Bronner’s Ethos: The Six Cosmic Principles in Action

At the heart of Dr. Bronner’s success is a set of guiding values called the Six Cosmic Principles.

These principles (which the Bronner family formally articulated in 2015) encapsulate everything the company stands for.

They’re not just pretty words – each principle is backed up by concrete practices and policies.

Here’s a breakdown of these six principles and how Dr. Bronner’s lives them every day:

1, Work hard! Grow!

“Do well so you can do good.”
This guiding principle is all about building a strong business that powers positive change. Dr. Bronner’s thrives on tenacity and continuous improvement – a work ethic inherited from its founder, Emanuel Bronner. Even after losing his eyesight, Emanuel grew the company to $3 million in annual sales by sheer determination and by rallying loyal, hard-working people around him.

David Bronner and the current team have continued this legacy, refining operations, innovating, and economising when needed to keep the company not only afloat but thriving. In 2023, Dr. Bronner’s reached over $200 million in revenue – all while maintaining its generous social commitments.

This principle challenges the belief that ethical businesses can’t be profitable. Dr. Bronner’s proves that hard work and ethical practices can drive financial success. That strong business foundation powers all the good they do.

2, Do right by customers

Dr. Bronner’s treats customers as part of the “All-One” family – and it starts with making truly high-quality products. Their iconic Castile soaps contain no synthetic dyes, fragrances, preservatives, or harsh detergents.

In the early days, Emanuel Bronner even printed his personal phone number on soap labels so people could call with questions or feedback. That direct customer connection built trust – and it continues today.

The company holds at least 17 third-party certifications, including:

USDA Organic
Fair Trade
Regenerative Organic Certified
Vegan, Cruelty-Free, Non-GMO, and more

Dr. Bronner’s doesn’t just claim integrity – they prove it. They also maintain a two-way relationship with their community. Michael Bronner highlights the importance of “deep and open communication,” where customers share heartfelt stories and experiences with the brand.

In short: treating customers right is embedded in everything from product quality to transparent labelling and genuine interaction.

3, Treat employees like family

From day one, Dr. Bronner’s has seen its workers as family. Emanuel Bronner coined the phrase “Constructive Capitalism” to reflect a partnership approach with employees. He knew that every person mattered.

One inspiring story is that of Salvador “Sal” Hernandez, who worked with Emanuel from age 18 until 65. Emanuel, who was blind, told Sal: “I want to help you, but you’ve got to help me.” It was all about mutual support.

That spirit lives on. The Bronners still host holiday feasts for the entire team – a tradition that began when the company had just a dozen workers.

On a practical level:

Executive pay is capped at 5x the lowest-paid worker (vs. 300:1 in most corporations!)
Employees earn a living wage and receive excellent benefits
Annual employee turnover is just 4.7% – compared to a 30% industry average

Fair pay, mutual respect, and a sense of community create a workplace where people genuinely want to stay. It’s family in every sense.

4, Be fair to suppliers

Fairness at Dr. Bronner’s doesn’t stop at the factory gate – it stretches across the globe to the farmers and producers who grow their ingredients.

From the beginning, the company realised that organic standards alone weren’t enough – fair trade was essential. In 2005, they committed to sourcing all major ingredients from operations that are both organic and fair trade certified.

The problem? Fair trade sources didn’t exist for many of their key materials. So what did they do? They helped create them.

Dr. Bronner’s:

Co-founded Serendipol in Sri Lanka for organic coconut oil
Co-created Serendipalm in Ghana for ethical palm oil
Partnered to develop fair trade olive oil in Palestine/Israel and mint oil in India

These efforts are chronicled in Honor Thy Label by their VP of Special Ops, Gero Leson.

For Dr. Bronner’s, being fair means:

Paying fair prices
Ensuring safe, dignified working conditions
Supporting community development

Their global supply chain is a model of ethical sourcing – and many other companies have since followed their lead.

5. Treat the Earth like home

Environmental care is part of Dr. Bronner’s core identity – long before it became trendy. Emanuel Bronner used plant-based ingredients and avoided petrochemicals all the way back in the 1940s.

Modern initiatives include:

100% post-consumer recycled (PCR) plastic bottles – adopted nearly 20 years ago
Solar panels powering their HQ
An on-site wastewater treatment system
An annual “Dumpster Dive” audit to track waste

In 2023, they launched:

Paper refill cartons for liquid soap
In-store refill stations to reduce single-use plastics

But the company goes even further – they’re champions of Regenerative Organic Agriculture, which actively heals the land. They support:

Agroforestry
Cover cropping
Composting
Soil carbon sequestration

Dr. Bronner’s even co-founded the Regenerative Organic Certification alongside Patagonia and the Rodale Institute.

As Lisa Bronner puts it:
“Leave the place better than you found it” – whether that’s your home, or the planet. 🌍

6. Fund & fight for what’s right

Doing the right thing isn’t a side note – it’s the heart of Dr. Bronner’s. Emanuel Bronner originally sold soap to spread his message of peace and unity – the soap labels were his platform.

That spirit lives on through bold activism and philanthropy:

7% of revenue (~a third of profits) goes to causes they believe in
(Most big companies donate ~1% of profits)

That means millions annually go toward:

Climate action
Regenerative agriculture
Social justice
Fair trade
Drug policy reform
Animal welfare

Notable efforts:

$500,000+ to raise the minimum wage in 2016
Led the fight for GMO labelling
Advocated for and helped legalise hemp farming
Gave $1 million to Oregon’s psilocybin therapy campaign
Donated $4 million+ to animal rights since 2013

Dr. Bronner’s doesn’t sit on the sidelines. They fund and fight for the world they want to live in – just as Grandfather Bronner taught.

In sum, these Six Cosmic Principles aren’t just posted on a wall – they’re lived daily at Dr. Bronner’s. This holistic ethos – encompassing customers, employees, suppliers, Earth, community, and the business itself – is what truly makes Dr. Bronner’s a unicorn in the corporate world. It’s a company that proves you can care for all stakeholders and still succeed. Or as one Bronner family member mused, “If one small/medium soap company could impact and improve so many lives, what would happen if other companies did likewise?”

Why It Matters Today: Dr. Bronner’s Impact and Relevance

In today’s world, where consumers increasingly demand honesty and sustainability, companies like Dr. Bronner’s play a vital role. But what exactly makes them so important in 2025 and beyond?

Setting the gold standard for ethical business

Dr. Bronner’s is widely regarded as a benchmark for how ethical businesses can thrive. The question often asked is: “Is Dr. Bronner’s the last corporation with a soul?” The team behind the brand would rather be the first of many, not the last.

They’ve shown that a company can be both large and profitable, without compromising values. By succeeding financially because of their ethics (not despite them), they put pressure on industry peers to raise the bar.

If a soap company can:

Pay fair wages
Use organic ingredients
Go carbon-neutral
And still dominate the market…

…then why can’t others?

Dr. Bronner’s has rewritten the rules of business success to include social and environmental impact as key performance indicators.

David Bronner calls this Constructive Capitalism – using capitalism to build a better world, not just extract profit.

When consumers support companies like Dr. Bronner’s, they’re sending a clear message: these values matter. And Dr. Bronner’s growth proves that doing good and doing well can go hand in hand.

Influencing policy and society

Dr. Bronner’s doesn’t stop at making ethical products – they use their business to push for broader social and legal change.

Notable efforts include:

Hemp legalisation in the U.S., driven by their funding, activism, and dramatic protests
Cannabis reform and support for psychedelic medicine research
Minimum wage increases, with donations to ballot campaigns in several states
GMO labelling advocacy, which helped spark legislation and awareness around food transparency

They also practice what they preach:

Disclosing all ingredients
Formulating to the highest ethical standards

This makes Dr. Bronner’s not just a market player, but a moral voice punching well above its weight in public debate. It’s proof that a company can be an agent of change – not just a producer of goods.

Inspiring other businesses

The Bronner philosophy has inspired many companies across multiple industries to raise their standards.

One major contribution:
Dr. Bronner’s helped found the Regenerative Organic Certification (ROC) – a holistic standard that integrates:

Organic farming
Fair labour practices
Animal welfare

This encouraged other brands in fashion, food, and cosmetics to follow suit and seek ROC certification.

Dr. Bronner’s also set an industry precedent by embracing third-party verification across its entire global supply chain. At one point, they were the highest-scoring Certified B Corp in the world – a badge of social and environmental leadership.

Then came a bold move:
In 2025, Dr. Bronner’s dropped their B Corp certification. Why? They believed the certifying body (B Lab) wasn’t strict enough with large multinational companies.

David and Michael Bronner challenged B Lab to:

Raise its standards
Require meaningful fair-trade and eco-certifications
Prevent greenwashing through weak oversight

By taking this public stand, Dr. Bronner’s sparked a larger conversation about corporate accountability and certification integrity. They once again led by example – prioritising principles over prestige.

Cultural relevance and consumer trust

In an age of greenwashing and marketing spin, consumers are right to be cautious. That’s why Dr. Bronner’s stands out as the real deal.

It’s a family-owned business with a 75-year history
Its soap labels are famous for their dense, quirky, message-driven text
The brand is rooted in activism, transparency, and love

People often buy a bottle for its natural ingredients – but they keep coming back for the values.

For consumers in the US, UK, and beyond – especially women aged 30–60, who drive many health and beauty purchases – Dr. Bronner’s offers peace of mind.

You know that:

It’s natural and safe for your skin
No animals were harmed
Workers were treated fairly
Your money supports real change

That kind of trust is rare and priceless in 2025.

Dr. Bronner’s products are no longer just niche items in organic co-ops. You’ll find them in:

Yoga studios
Eco-conscious chefs’ kitchens
Travellers’ backpacks

The brand has become a symbol for products that are not only effective, but ethically sound. It’s not just soap – it’s a statement.

Product Integrity: Soap With a Conscience (and a Zing)

Let’s talk products

Because let’s face it – if the products weren’t great, none of the rest would matter.
Dr. Bronner’s has expanded its range over the years, but everything still flows from the original Castile soap that made the brand famous.

Here’s an overview of their main product categories and what makes them stand out – both ethically and practically.

Pure-Castile Soaps (Liquid & Bar)

This is the flagship “magic soap” that started it all – the iconic “18-in-1” soap. And no, that’s not just marketing.

You can use this concentrated, biodegradable soap for: 👉 Face, body, and hair
👉 Laundry and dishes
👉 Mopping floors
👉 Washing your dog
👉 Even brushing your teeth (yes, really)

It’s made with organic plant oils like coconut, olive, jojoba, and hemp seed oil, plus natural essential oils for fragrance (in the scented versions). There are no synthetic foaming agents, preservatives, or detergents, so it’s far gentler on the skin.

Many fans love the tingling sensation of the peppermint version, while others enjoy lavender, citrus, or unscented options. It’s currently the top-selling natural soap in North America – and for good reason.

Ethically speaking:

USDA Organic
Fair Trade Certified
Vegan Certified
Leaping Bunny Cruelty-Free
100% recycled plastic packaging

Practically speaking:

One bottle can replace multiple household and personal care items
Ideal for minimalist living and waste reduction
Loved by eco-conscious households around the world

Body care and personal care

Dr. Bronner’s isn’t just about soap anymore. They’ve applied their same ethical principles to a wide range of personal care products, including:

Lotions
Lip and body balms
Toothpaste
Shaving soaps
Hair rinse
Hand sanitisers

All of them are:

Made with natural and organic ingredients
Free from synthetic chemicals
Vegan and cruelty-free (with some clearly labelled exceptions, like the original beeswax lip balm)

For example:

Their Peppermint Toothpaste uses organic peppermint oil, coconut oil, and fluoride-free minerals
Their vegan lip balms are formulated without beeswax, using plant-based waxes and oils
The hand sanitiser is made with just ethyl alcohol, organic glycerin, water, and lavender or peppermint oil

Just like their soaps, all these products are backed by ethical sourcing.
👉 Coconut oil from Sri Lanka
👉 Mint oil from India
👉 Organic ethanol from fair trade sources

Certifications you’ll see across the line:

USDA Organic
Fair for Life
Non-GMO Project Verified
Certified Vegan
Leaping Bunny

And the packaging? As sustainable and recyclable as possible.

Organic food products: Coconut oil & chocolate

Yes – Dr. Bronner’s makes food!
It all began with Organic Virgin Coconut Oil, sourced from their fair trade project in Sri Lanka. Sold in jars, it’s cold-pressed, unrefined, and perfect for cooking or skincare. They were already importing coconut oil for soap, so it was a natural extension.

Then came the surprise hit:
Magic All-One Chocolate – launched in 2021.

It might seem like an odd leap, but they were already working with cocoa farmers in Ghana and coconut sugar producers, so creating chocolate was another way to support ethical farming.

Their dark chocolate bars (70% cocoa) come in flavours like:

Salted Almond
Orange Ginger
Smooth Coconut Praline

And yes, they’re:

Fair trade
Organic
Vegan
Packaged with eco-friendly materials

In 2022, their Salted Dark Chocolate became the world’s first Regenerative Organic Certified® chocolate – meaning:

Grown with regenerative agriculture
No child labour
No tropical deforestation
Low-glycaemic coconut sugar
No emulsifiers or artificial additives

It’s chocolate made the Dr. Bronner’s way: ethical, responsible, and delicious.

Certifications and quality marks

Dr. Bronner’s doesn’t just talk the talk – they back it up with a long list of independent third-party certifications. These are your assurance of integrity, safety, and sustainability.

Their certifications include:

USDA Organic
Fair Trade (Fair for Life)
Leaping Bunny (cruelty-free)
Certified Vegan
Non-GMO Project Verified
NSF/ANSI 305 Certified (organic personal care standard)
B Corp Certified (until 2025)
Regenerative Organic Certified (ROC)

These seals matter – they prove that Dr. Bronner’s doesn’t cut corners. And they hold themselves publicly accountable to the highest standards.

Even better, Dr. Bronner’s doesn’t just comply – they’ve helped create new standards, like the Regenerative Organic Certification, to raise the bar for the whole industry.

What makes Dr. Bronner’s products unique

Aside from the purity and ethical sourcing, there’s something undeniably charming about Dr. Bronner’s products.

Just look at the label – packed with tiny text from Emanuel Bronner’s “All-One” philosophy. It’s so eccentric, it becomes a conversation piece. (How many soaps double as reading material?)

Their products are also incredibly practical:

One bottle of Castile soap replaces dozens of products
Highly concentrated formulas mean less packaging and better value
Real essential oils offer an aromatherapeutic experience
- Peppermint tingles
- Lavender calms
- Tea tree invigorates

Plus, they’re biodegradable, so your used soap water won’t harm rivers or oceans.

That’s why Dr. Bronner’s has become a beloved brand across generations – from the hippies of the ’60s to today’s eco-conscious shoppers. It’s not just about what’s in the bottle – it’s about what the bottle stands for.

In summary, Dr. Bronner’s products are integrity in a bottle (or tube, or bar). You can pamper yourself with a pure, luxurious lather and at the same time be supporting fair trade farmers, cruelty-free testing, organic agriculture, and environmental regeneration. It’s a beautiful synergy of quality and conscience. No wonder so many people say once they switched to Dr. B’s, they never went back.

Beyond Business: Other Insights and Latest Updates

More to the story: the extras that make Dr. Bronner’s special

Even with everything already said, there are still more layers to the Dr. Bronner’s story that make it even more meaningful – from inclusivity and fun to bold business moves and global impact.

Here are a few standout extras:

Inclusivity & progressive culture

Dr. Bronner’s isn’t just ethical in sourcing – it’s progressive at heart.

The company openly supports LGBTQ+ causes, and promotes inclusivity in daily practices, like pronoun sharing in the workplace.

David Bronner’s openness about identifying as he/they, having a non-binary child, and a genderfluid wife sets the tone for a company culture that celebrates diversity at every level.

What this means in practice:

Representation at the top – a CEO who brings queerness into the corporate space
A welcoming message to employees and customers: you belong here
An extension of the “All-One” philosophy – everyone is truly part of the family

All-One International Initiative

Dr. Bronner’s impact goes beyond borders. Through its All-One International initiative, a portion of sales in each country goes to local causes.

Examples:

Dr. Bronner’s Europe may support climate action in Germany
Dr. Bronner’s Japan might fund animal welfare organisations

This ensures the company’s giving reflects the needs of each community – not just a U.S.-centric approach.

Today, Dr. Bronner’s products are sold in over 40 countries, and they aim to partner with local distributors who share their values wherever they go.

Company growth and staying power

Though Dr. Bronner’s is not publicly traded, they publish an annual All-One Report detailing:

Revenue growth
Donations
Activist initiatives

By 2024:

Over 300 employees
Selling tens of millions of soap bottles per year
Still 100% family-owned and mission-focused

They’ve stayed independent – no selling out to conglomerates – and have put in place succession plans to pass the torch to future generations.

This independence allows them to take bold steps like exiting B Corp without the pressure of shareholders.

When you buy Dr. Bronner’s, you’re supporting a real family business – not a faceless multinational.

Recent news: the B Corp exit

One of the most talked-about moves in early 2025 was Dr. Bronner’s decision to leave the B Corp community.

They were once B Corp champions, featured in ads touting “business as a force for good.” So why walk away?

David Bronner explained that B Lab wasn’t enforcing strong enough standards, especially for large multinational B Corps. Some companies could get certified in one country while ignoring unethical practices elsewhere – without accountability.

That didn’t sit well with the Bronners.

So they bowed out, urging B Lab to raise the bar. This bold stand:

Sparks discussion about greenwashing and certification integrity
Reinforces Dr. Bronner’s commitment to truth over optics
Sets an example for other values-led companies to demand better

Quotes to remember

A few words from the Bronner family capture their spirit perfectly:

“We’re both a soap company and a socially minded entity. That is the legacy we have to live up to.” – Michael Bronner

“Constructive capitalism is about using profits to fund progressive causes.” – David Bronner

“We are All-One or None!” – Emanuel Bronner

And when asked why the company gives away so much?
David’s reply is simple:
“Why wouldn’t we? If you can help, you must.”

Fun stuff – Magic Foam and more

Not everything has to be serious – Dr. Bronner’s loves joy.

One example is the Magic Foam Experience – a bubbly, joyful event where they blast clouds of Dr. Bronner’s foam at festivals, fun runs, or community events. Sometimes it’s even delivered from a fire truck.

These foam parties:

Spread happiness (and soap!)
Offer free showers at events
Raise awareness or donations for causes like drug policy reform

Staff volunteer to run the foam team. It’s activism mixed with fun – the Bronner way of saying doing good can also feel good.

Often overlooked: consistency and conviction

One thing many people don’t realise is just how consistent Dr. Bronner’s has been over time.

While other brands start ethical and slowly sell out, Dr. Bronner’s has only strengthened its values.

Emanuel Bronner’s original vision – once dismissed as hippie idealism – has been professionalised without losing soul
The company backs up its mission with scientific audits, legal advocacy, and third-party certifications
Their “All-One” philosophy is now embedded in:
- Their legal structure
- Their supply contracts
- Their employee policies

They’ve even gone beyond “sustainable” to explore truly regenerative business practices – like:

Biodegradable bottles
Synthetic-free detergents
Restorative agriculture

What it all adds up to

Every facet of Dr. Bronner’s – from David’s leadership to the soap on your shelf – tells a single, powerful story:

Business can be a force for radical good.

In a time of climate crisis, social inequality, and deep public distrust, Dr. Bronner’s stands out as proof that ethics, joy, and success can go hand-in-hand.

Final thoughts

Dr. Bronner’s is more than just soap – it’s a living example of what happens when purpose and product align.

From their iconic labels and all-purpose Castile soap to their bold activism, radical transparency, and joyful foam parties, every decision is rooted in a deep, unwavering commitment to people, planet, and principle.

They’ve proven that a business can grow without selling out, lead without dominating, and give without expectation. In a world where so many brands follow trends, Dr. Bronner’s sets them – quietly, consistently, and with heart.

So next time you pick up a bottle of their soap, remember:
You’re not just getting clean.
You’re choosing a cleaner way to do business.

All-One, always.

Resources

lisabronner.com

gq.com (statements from David Bronner on dropping B Corp certification)

beautyindependent.com, and coverage of David’s gender identity journey

thepinknews.com and activism (hemp protest, drug policy funding)

kpbs.org