Independent Product Research 164 brands scored 107 acquisitions logged data as of September 2026 0 sponsored placements

The Research Desk

"Natural" Brands, Scored for Ingredients and Audited for Ownership

Because "natural" on the front label means nothing when a conglomerate is writing the check. Every review pairs a 1–10 ingredient score with a verified ownership status: independent, VC-backed, or acquired.

Check a brand Ingredient score + ownership status in every file

Cleaning Deodorant Shampoo Who Owns It

Reader-supported. We never accept payment for scores or placement. Explore the full directory →

A shopper reading the ingredient label on the back of a product bottle
Case TL-017 Ownership audit

Native

Marketed as Small-batch & simple
Actually owned by Procter & Gamble
Acquired 2017 Reported $100M
Open the case file →
Acquisition wire
  • WildUnilever2025
  • Dr. SquatchUnilever2025
  • Rhodee.l.f. Beauty2025
  • Ancient NutritionWellful / Kainos Capital (PE)2025
  • Equip FoodsHighPost Capital (PE)2025
  • The OrdinaryEstee Lauder (Deciem)2024
  • The Honey Pot Co.Compass Diversified (PE holding)2024
  • LolaForum Brands (aggregator)2024
  • Promix NutritionPaine Schwartz Partners (PE)2024
  • Mielle OrganicsProcter & Gamble2023
  • Naturiume.l.f. Beauty2023
  • NeutrogenaKenvue (J&J spinoff)2023
  • AveenoKenvue (J&J spinoff)2023
  • PipetteBelle Brands (Windsong Global, PE)2023
All files →

Methodology

Every review answers two questions.

One about the formula, one about the money. Neither can be bought, and both are shown together on every file.

Full methodology →

What is actually in it?

Ingredient safety · scored 1–10 per product line

We review the disclosed ingredient list and identify what is not disclosed, including unspecified "fragrance." Formula scope and review date matter, so each review shows its evidence.

1 · avoid 5 · mixed 10 · verified clean
  • Full ingredient disclosure required
  • Fragrance loopholes flagged
  • Certifications independently confirmed

Who actually owns it?

Brand independence · ownership traced to the source

We trace every brand through filings, acquisition records, and investor disclosures, then classify exactly who controls the formula you're buying.

Independent Founder-owned, no parent company
▲ VC-Backed Outside investors on the board
× Acquired Conglomerate-owned, indie branding kept

Ownership investigations

Follow the Money

107 "natural" brands in our files are owned by 49 parent companies. These five hold the most.

All investigations →
01 Unilever 17 Seventh Generation, Schmidt's, Wild, SheaMoisture +13 more 02 Procter & Gamble 9 Native, Mielle Organics, First Aid Beauty, Farmacy +5 more 03 SC Johnson 6 Mrs. Meyer's, Method, Ecover, Babyganics +2 more 04 L'Oréal 6 Youth to the People, CeraVe (sunscreen), La Roche-Posay Anthelios, Vichy +2 more 05 e.l.f. Beauty 4 Naturium, Rhode, Well People (W3LL PEOPLE), Keys Soulcare
Open case files Full investigations, sourced and dated
Case TL-017 Native Small-batch & simple Owned byProcter & Gamble 2017 · Reported $100M Open the file → Case TL-025 Dr. Squatch Anti-corporate bro soap Owned byUnilever 2025 · €1.24B Open the file → Case TL-008 Mrs. Meyer's Garden-inspired & homegrown Owned bySC Johnson 2008 · Undisclosed Open the file → Case TL-021 SheaMoisture Family-recipe heritage brand Owned byUnilever 2017 · Undisclosed Open the file →

The register

Top Rated Brands

View all 164 brands →
Independent Cleaning

Force of Nature

An appliance that makes an EPA-registered disinfecting solution. Follow the label directions.

10/10 Ingredient safety
Independent Ownership status

Why consider it: The appliance may suit readers who want to prepare a cleaner and disinfectant at home. EPA registration supports specific labeled uses; it is not a blanket safety guarantee. Check the preparation, surface, and contact-time directions before choosing it.

Read the full review →
02 Branch Basics Cleaning · Unscented concentrate for several labeled cleaning dilutions. Does not disinfect. Independent 10Safety /10 03 Meliora Cleaning Products Cleaning · Every ingredient listed on the label, every time. B Corp and Made SAFE. Independent 10Safety /10 04 Primally Pure Deodorant · Farm-to-body deodorant made with tallow and organic ingredients. Family-owned. Independent 10Safety /10

The database

Browse by Category

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Cleaning 16 brands6 flagged Force of Nature 10/10 · Independent We screen for fragrance loopholes, quats, chlorine bleach, and SC Johnson subsidiaries posing as indie. Deodorant 16 brands4 flagged Primally Pure 10/10 · Independent We screen for aluminum, propylene glycol, synthetic musks, and P&G-owned 'naturals.' Shampoo 14 brands7 flagged ATTITUDE 10/10 · Independent We screen for sulfates, silicones, formaldehyde releasers, and Unilever brands in indie costume. Body Wash 10 brands2 flagged Dr. Bronner's 10/10 · Independent We screen for SLS/SLES, parabens, undisclosed 'parfum', and freshly acquired viral soap. Skincare 14 brands12 flagged Annmarie Skin Care 9/10 · Independent Synthetic fragrance, parabens, chemical UV filters, plus clean brands quietly owned by Clorox, Unilever, and Estee Lauder. Oral Care 10 brands3 flagged Davids 9/10 · Independent SLS, artificial dyes and sweeteners, triclosan, plus the two biggest natural toothpastes both owned by Colgate.

Published research

Latest Investigations

All articles →
Investigation Who Really Owns Your 'Natural' Cleaning Products? Mrs. Meyer's, Method, Ecover, and Seventh Generation are all owned by two companies. We followed the money. Cleaning Investigation Native Isn't Indie. Here's What to Use Instead Native was bought by P&G in 2017 for $100M. Here are 5 truly independent alternatives. Deodorant Roundup The 6 Best Non-Toxic Cleaning Products (Actually Independent) We researched ingredient lists and ownership records across 10+ cleaning brands. These six independent options led our rubric. Cleaning