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 Explore the Directory

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Brand lookup Ingredient score + ownership status in every review

Browse Cleaning Deodorant Shampoo Body Wash Who Owns It

Methodology

One score. One ownership status.

Full methodology →

01

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

02

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

Who Really Owns It?

Marketed as independent. Traced to a conglomerate. These are the case files.

All investigations →

Case TL-008 Undisclosed

Mrs. Meyer's

Marketed as Garden-inspired & homegrown

Actually owned by SC Johnson

Acquired 2008 Makers of Raid & Glade

Open the file →

Case TL-017 $100M

Native

Marketed as Small-batch & simple

Actually owned by Procter & Gamble

Acquired 2017 The Tide & Febreze empire

Open the file →

Case TL-021 Undisclosed

SheaMoisture

Marketed as Family-recipe heritage brand

Actually owned by Unilever

Acquired 2017 Also owns Dove & Axe

Open the file →

Case TL-025 Undisclosed

Dr. Squatch

Marketed as Anti-corporate bro soap

Actually owned by Unilever

Acquired 2025 Same shelf as Axe

Open the file →

The register

Top Rated Brands

View all 164 brands →

Independent Cleaning

Force of Nature

EPA-registered disinfectant made from salt, water, and vinegar. Nothing else.

10/10 Ingredient safety

Independent Ownership status

Why it ranked: Founder-owned by Melissa Lush. EPA-registered efficacy with a three-ingredient formula.

Read the full review →

02 Branch Basics Cleaning · One concentrate replaces every cleaner in your home. Made SAFE certified. 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