The Label Says 'Natural' But Who Really Owns It?

That "Indie" Natural Brand Might Be Owned by a Bleach Company

Burt's Bees is owned by Clorox. The same company that makes bleach. Clorox paid $925 million for Burt's Bees in 2007, and the brand has operated under that corporate umbrella ever since. Most Burt's Bees customers have no idea.

This pattern runs across the entire natural products market. The earthy packaging, the farmer's market aesthetic, the founder story about a kitchen experiment, these are real brand identities built over years. But behind many of them sits a multinational conglomerate that also sells processed foods, chemical cleaners, or conventional personal care. The "natural" positioning is real at the product level. The corporate ownership is a different story entirely.

We mapped ownership across the major natural brands in U.S. grocery and beauty retail. Here is what we found.

The Corporate Parents Behind "Natural" Brands

Clorox Owns Burt's Bees

Burt's Bees markets itself on natural ingredients and environmental responsibility. Its corporate parent, The Clorox Company, also sells Pine-Sol, Liquid-Plumr, and Formula 409. Both share the same board of directors, the same shareholder base, and the same investor relations page.

In fairness: Clorox has maintained Burt's Bees' natural formulations and its B Corp certification. The brand operates semi-independently and has expanded its product line successfully since the acquisition.

Unilever Owns Seventh Generation

Seventh Generation, the plant-based cleaning brand whose name references the Great Law of the Iroquois Confederacy, was acquired by Unilever in 2016 for approximately $700 million.

Unilever also manufactures Domestos and Cif, conventional cleaning products containing the synthetic chemicals Seventh Generation was founded to replace. The brand has continued its ingredient transparency advocacy work under Unilever ownership, and distribution expanded into more mainstream retailers after the acquisition.

Unilever Also Created Love Beauty and Planet Internally

Love Beauty and Planet looks and feels like an indie natural brand. It is not. Unilever launched it in 2018 as a purpose-built "natural" competitor to genuinely independent brands. Vegan formulas, recycled packaging, sustainability messaging. All created from inception by a $60 billion multinational.

This is distinct from acquisition. Unilever did not buy authenticity here. It manufactured it.

Nestle Owns Garden of Life and Vital Proteins

Nestle Health Science owns Garden of Life (organic vitamins and supplements, certified non-GMO) and Vital Proteins (collagen supplements, endorsed by Jennifer Aniston).

Nestle has faced significant corporate criticism over infant formula marketing practices in developing countries, water sourcing in drought-affected regions, and environmental compliance. Garden of Life's whole-food, non-GMO positioning sits at some distance from those controversies.

P&G Owns Both the Problem and the Solution in Natural Deodorant

Native launched direct-to-consumer in 2015 as an aluminum-free, natural deodorant alternative. Procter & Gamble acquired it in November 2017 for approximately $100 million. P&G also sells Secret and Old Spice, both containing the aluminum compounds that made Native's pitch credible. P&G now owns both sides of the natural deodorant category.

Coca-Cola Bought Honest Tea and Then Discontinued It

Coca-Cola acquired Honest Tea, the organic bottled tea brand founded by Seth Goldman, in stages between 2008 and 2011. In 2022, Coca-Cola discontinued the brand entirely, replacing it with a reformulated "Honest" juice drink line.

Goldman publicly criticized the decision. He told The Washington Post that Coca-Cola had abandoned the brand's original mission. This case is cited regularly as the worst-case outcome for a natural brand acquired by a conventional beverage company.

Colgate-Palmolive Owns Tom's of Maine

Tom's of Maine, the natural toothpaste brand founded in Kennebunk, Maine, in 1970, was acquired by Colgate-Palmolive in 2006 for $100 million. Colgate also sells Colgate Total, which contains triclosan in some formulations outside the United States.

The Full Ownership Map

Genuinely Independent Natural Brands

For consumers who want to support truly independent natural brands, some notable examples as of 2026:

• Dr. Bronner's: Family-owned since 1948, over $200 million in annual revenue, B Corp certified
• Weleda: Independent since 1921, Swiss natural cosmetics and pharmaceuticals
• EO Products: Employee-owned, B Corp certified natural personal care
• Badger Balm: Family-owned, B Corp certified, certified organic skincare
• Method/Mrs. Meyer's: Owned by SC Johnson, which is family-owned and private

The list of genuinely independent natural brands at significant scale is shrinking as acquisitions continue.

Why Corporations Buy Natural Brands

Growth rates. The natural products market grows at 8-12% annually against 1-3% for conventional categories, according to SPINS retail data.

Consumer demographics. Younger consumers purchase natural products at higher rates, making these brands necessary for long-term portfolio relevance.

Premium margins. Natural products typically command 20-50% price premiums over conventional alternatives. These margins improve a portfolio's overall profitability.

Authenticity costs. Building genuine consumer trust in natural credentials takes years. Buying an established brand is faster and often cheaper than building one internally.

Competitive defense. If P&G had not acquired Native in 2017, a competitor would have. Acquiring fast-growing natural brands also prevents competitors from gaining category share.

The "Greenwashing" Question

Is it greenwashing when a chemical company owns a natural brand?

If the question is whether the products themselves are misleading: generally, no. Burt's Bees products contain natural ingredients. Seventh Generation products avoid synthetic chemicals. The product claims are accurate.

If the question is whether the corporate context is misrepresented: there is a reasonable argument to make. A consumer buying Burt's Bees to support natural products may not know they are also supporting a company that manufactures bleach and chemical drain cleaners.

Natural brands within large corporations can influence parent company practices. Burt's Bees has reportedly affected Clorox's sustainability strategy over time. Whether that exchange is worth the corporate ownership is a judgment each consumer has to make individually.

Frequently Asked Questions

Are products from corporate-owned natural brands actually natural?

Generally, yes. Acquired natural brands typically maintain their formulations. Burt's Bees and Seventh Generation have both preserved their natural ingredient standards under corporate ownership.

Why does corporate ownership of natural brands matter?

Your purchase supports the entire corporate parent, not just the individual brand. Buying Burt's Bees also supports Clorox's shareholder returns and broader business operations.

How can I identify truly independent natural brands?

Check WhoBrands to research any brand's corporate parent. Look for current B Corp certification, which requires independently verified social and environmental standards. Check brand websites for ownership disclosure.

Is it automatically better to buy from independent natural brands?

No. Some corporate-owned natural brands maintain strong quality and genuine sustainability practices. Some independent brands have weaker quality control or less rigorous ingredient sourcing. The ownership structure alone does not determine product quality.

The Bottom Line

The natural products market is now largely owned by the same multinationals that dominate conventional products. This does not mean the products are worse. It does mean the independent feel of many natural brands is a marketing identity, not an ownership reality.

Research brand ownership on WhoBrands or browse beauty and personal care brands.

All brand ownership data verified through WhoBrands.com's research methodology. Last updated: February 4, 2026.