The year 2023 marks 165 years since the Bronner family started making soap in Laupheim, Germany. Last year, a bottle or bar of Dr. Bronner’s Pure-Castile Soap was sold, on average, every .95 seconds. The secret to the family-owned business’s success isn’t in flashy marketing or a winning influencer strategy. It’s the same as it’s alway been: “In 1948 when my grandfather first started making his soaps, there was not a market for natural products and mission-driven business models,” shares Mike Bronner, President of Dr. Bronner’s. When founded, Dr. Bronner’s formulations defied the principles popular industry mantra at the time of “Better Living Through Chemistry.” Natural personal care products, like Dr. Bronner’s, made free of petro-chemicals would not become widely accepted until the 60’s and the decades to follow. “This was the era of plastic, pesticides, artificial flavors, and synthetic petrochemical detergents after all. For twenty years, Dr. Bronner peddled his products and message to a limited audience and finally found his foothold when the counterculture in the 1960s embraced natural products and natural living,” explains Bronner. His vision for the company transcended popularity. “He blazed a path for the natural products industry to follow. With no salespeople, no advertising, no eyesight (Dr. Bronner went completely blind at the age of 60), and a label that defied every conventional tenet of product design, Dr. Bronner’s became the best-selling natural liquid soap in the country strictly on word of mouth alone.”

After the popularity of the brand spread, Dr. Bronner’s continued to grow without outside capital, maintaining its position as a private enterprise, free from stakeholders. Since 1996, the company has given $100 million to charitable and activist endeavors. Doing good has internal ramifications, as well. The company caps executive compensation at five times the lowest paid, fully vested position. All profit not needed for operations is dedicated to progressive and environmental change. “In 2022, we focused our giving on drug policy reform, regenerative organic agriculture, as well our other core issues, animal advocacy, community betterment, criminal justice reform, and fair pay and fair trade,” notes Bronner. In 2022, the brand generated approximately $169 million in revenue and an estimated $8.5 million to fund charity and activism.

Progress also takes the form of packaging, a passion that’s as much a part of the Dr. Bronner’s mission as doing good. Among the first to adopt post-consumer recycled (PCR) plastic over 15 years ago, the brand was also the first American company to package liquid soaps in 100% PCR plastic bottles. In the future, Dr. Bronner’s will continue to incentivize customers in embracing refill stations.

Even the brand’s social media strategy to celebrate its 75th anniversary is refreshingly wholesome—free from gimmicks or unenthusiastic sponsored posts.  A short video titled, “Soap, Drugs, and Rock and Roll” about a news story in which  a rock singer was arrested for the possession of soap was the brand’s first viral hit. Recently, the “Heal Soul” campaign advocated for the legalization of psychedelic therapies via a special label printed on soap bottles. During a three-month promotion for a chance to win an exclusive Dr. Bronner’s prize pack, the company is asking customers to share  meaningful stories about their experiences with the brand or encounters with the Bronner family.

At the end of the day, it’s word of mouth that continues to cement Dr. Bronner’s as a brand  apart. “We rely on our customers to share their experiences and love for Dr. Bronner’s with each other, and that has driven our sales and brand loyalty from the beginning in my grandfather’s time, before social media existed!” shares Bronner. If the first seventy-five years of the company are any indication, word of mouth will continue to usher Dr. Bronner’s into intentional expansion and continued quality of life for its employees and loyal customers.