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

The Natural Products Illusion

Walk down the "natural" aisle of any grocery store or browse the "clean beauty" section at Sephora, and you will find dozens of brands that emphasize their natural, organic, or eco-friendly credentials. Earthy packaging. Words like "pure," "botanical," "plant-based," and "clean." Founder stories about farmers' markets and kitchen experiments.

But behind many of these natural brands sits a multinational conglomerate that also sells processed foods, chemical cleaners, or synthetic personal care products. The "natural" brand identity is real at the product level, but the corporate ownership tells a more complex story.

This is not necessarily deceptive. But it is worth understanding.

The Corporate Parents Behind "Natural" Brands

Clorox Owns Burt's Bees

Burt's Bees, the beloved natural personal care brand with the beekeeper on the label, has been owned by The Clorox Company since 2007. Clorox paid $925 million for the brand.

The irony: Clorox's flagship product is bleach. The company also sells Pine-Sol, Liquid-Plumr, and other chemical cleaning products. Burt's Bees, which markets itself on natural ingredients and environmental responsibility, shares a corporate parent with some of the most chemical-intensive household products on the market.

In fairness: Clorox has maintained Burt's Bees' natural formulations and B Corp certification. The brand operates semi-independently and has expanded its product line successfully. Clorox has pointed to Burt's Bees as proof that natural and conventional products can coexist under one corporate roof.

Unilever Owns Seventh Generation

Seventh Generation, the plant-based cleaning and household products brand, was acquired by Unilever in 2016 for approximately $700 million.

The tension: Unilever also manufactures conventional cleaning products (Domestos, Cif) that contain the synthetic chemicals Seventh Generation was founded to provide alternatives to. The brand's name references the Great Law of the Iroquois Confederacy, which says decisions should consider their impact seven generations into the future.

In fairness: Unilever has maintained Seventh Generation's formulations and expanded its distribution into more mainstream retailers. The brand has continued its advocacy work on ingredient transparency and environmental policy.

Unilever Owns Love Beauty and Planet

Love Beauty and Planet, launched by Unilever in 2018, is a "natural" personal care brand with vegan formulas, recycled packaging, and sustainability messaging. Unlike most examples on this list, Love Beauty and Planet was not acquired. It was created internally by Unilever to compete in the natural beauty segment.

Why it matters: Love Beauty and Planet looks and feels like an indie natural brand, but it was designed from inception by a $62 billion multinational. The brand competes directly with genuinely independent natural brands for shelf space and consumer attention.

Nestle Owns Garden of Life and Vital Proteins

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

The tension: Nestle has faced decades of criticism for practices including aggressive infant formula marketing in developing countries, water bottling in drought-affected communities, and environmental impact. Garden of Life's organic, non-GMO, whole-food supplement positioning contrasts sharply with some of Nestle's corporate controversies.

P&G Owns Native

Native, the natural deodorant brand that launched direct-to-consumer in 2015, was acquired by Procter & Gamble in 2017 for approximately $100 million. Native has since expanded into body wash, toothpaste, and sunscreen.

The tension: P&G also sells Secret, Old Spice, and other conventional deodorants that contain the aluminum compounds and synthetic fragrances that Native was created as an alternative to. P&G effectively owns both the "problem" and the "solution" in the natural deodorant category.

Coca-Cola Owned Honest Tea (Then Killed It)

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

Founder Seth Goldman publicly criticized the decision, saying Coca-Cola had abandoned the brand's mission. This case is frequently cited as the worst-case scenario for natural brands acquired by conventional corporations.

Colgate-Palmolive Owns Tom's of Maine

Tom's of Maine, the natural toothpaste and personal care brand founded in Kennebunk, Maine, in 1970, was acquired by Colgate-Palmolive in 2006 for $100 million. Colgate also sells conventional toothpaste (Colgate Total, which contains the antimicrobial triclosan in some formulations outside the U.S.).

Henkel Owns Several "Natural" Brands

Henkel, the German conglomerate behind Persil laundry detergent and Loctite adhesives, has expanded into natural personal care through acquisitions and brand launches, positioning itself alongside established natural players.

The Full Map

Genuinely Independent Natural Brands

For consumers who want to support truly independent natural brands, some notable examples include:

• Dr. Bronner's: Family-owned since 1948, $200M+ revenue, B Corp certified, activist company
• 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, organic skincare
• Primal Kitchen: Was independent, acquired by Kraft Heinz in 2019
• Method/Mrs. Meyer's: Owned by SC Johnson (family-owned, private)

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

Why Corporations Buy Natural Brands

1. Growth. The natural products market grows at 8-12% annually, far faster than conventional categories growing at 1-3%.

2. Consumer demographics. Younger consumers disproportionately prefer natural products, making these brands essential for long-term portfolio relevance.

3. Premium pricing. Natural products command 20-50% price premiums over conventional alternatives, improving margin mix.

4. Authenticity is hard to build. It is easier to buy an authentic natural brand than to launch one internally. Consumers are skeptical of natural brands launched by conventional CPG companies (though Love Beauty and Planet has partially disproved this).

5. Competitive defense. If P&G does not buy Native, Unilever might. Acquiring natural brands prevents competitors from gaining share in the fastest-growing segments.

The "Greenwashing" Question

Is it greenwashing when a chemical company owns a natural brand? The answer depends on your definition:

If greenwashing means the product itself is misleading: In most cases, no. Burt's Bees products genuinely contain natural ingredients. Seventh Generation products genuinely avoid synthetic chemicals. The product claims are typically accurate.

If greenwashing means the corporate parent's overall impact is misrepresented: There is a stronger argument. A consumer buying Burt's Bees to support natural products may not realize they are also supporting a company that sells bleach and chemical drain cleaners.

The pragmatic view: Natural brands within large corporations can influence the parent company toward more sustainable practices. Burt's Bees has reportedly influenced Clorox's broader sustainability strategy. Whether this "inside-out" change justifies the corporate ownership is a matter of personal judgment.

Frequently Asked Questions

Are products from corporate-owned natural brands actually natural?

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

Why does corporate ownership of natural brands matter?

It matters because your purchase supports the entire corporate parent, not just the individual brand. If you buy Burt's Bees specifically to support natural products, you should know that your money also supports Clorox's broader business.

How can I identify truly independent natural brands?

Check WhoBrands to research any brand's corporate parent. Look for B Corp certification, which requires meeting social and environmental standards. Check the brand's website for "About" or "Our Story" pages that disclose ownership.

Is it better to buy from independent natural brands?

Not automatically. Some corporate-owned natural brands maintain excellent quality and genuine sustainability practices. Some independent brands may have weaker quality control or less rigorous ingredient sourcing. Evaluate brands individually rather than assuming independence equals quality.

The Bottom Line

The natural products market is increasingly owned by the same multinational corporations that dominate conventional products. This does not necessarily mean the products are less natural or less effective. But it does mean that the "indie" feel of many natural brands is a marketing choice, not an ownership reality. Understanding who really owns the natural brands on your shelf helps you align your purchasing with your values, whatever those values may be.

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.