Follow the Money
Who Really Owns Your "Natural" Products?
The brands you trust might not be who you think they are. We follow the money so you don't have to.
The Corporate Family Tree
19 Corporations Own 107 "Indie" Brands.
These parent companies own the "natural" brands lining your shelves. The same corporations making chemical cleaners, bug spray, and industrial detergent also sell you "plant-based" alternatives under different names.
Unilever
17 brands- Baby Dove
- Dermalogica
- Dr. Squatch
- Liquid I.V.
- Living Proof
- Love Beauty and Planet
- Nubian Heritage
- Nutrafol
- Olly
- Onnit
- Paula's Choice
- Schmidt's
- Seventh Generation
- Seventh Generation (period care)
- SheaMoisture
- Tatcha
- Wild
Procter & Gamble
9 brands- Always / Always Discreet
- Farmacy
- First Aid Beauty
- Mielle Organics
- Native
- New Chapter
- Tampax
- This is L.
- Tula
L'Oréal
6 brands- CeraVe (sunscreen)
- CeraVe Baby
- La Roche-Posay Anthelios
- Maybelline / NYX
- Vichy
- Youth to the People
SC Johnson
6 brands- Babyganics
- Coola
- Ecover
- Method
- Mrs. Meyer's
- Sun Bum
e.l.f. Beauty
4 brands- Keys Soulcare
- Naturium
- Rhode
- Well People (W3LL PEOPLE)
Kenvue
4 brands- Aveeno
- Aveeno Baby
- Johnson's Baby
- Neutrogena
Colgate-Palmolive
3 brands- EltaMD
- Hello
- Tom's of Maine
Nestlé
3 brands- Gerber (baby skincare)
- Nature's Bounty
- Solgar
Nestlé Health Science
3 brands- Orgain
- Pure Encapsulations
- Vital Proteins
Beiersdorf
2 brands- Aquaphor Baby
- Coppertone
Edgewell Personal Care
2 brands- Banana Boat
- Hawaiian Tropic
Essity
2 brands- Modibodi
- Playtex / o.b. / Stayfree / Carefree
Essor
2 brands- Boka
- Puracy
Estee Lauder
2 brands- Aveda
- The Ordinary
Hain Celestial
2 brands- Earth's Best
- JASON
L Catterton
2 brands- Merit
- Thorne
Laboratoires Expanscience
2 brands- Babo Botanicals
- Mustela
The Clorox Company
2 brands- Burt's Bees
- Burt's Bees Baby
VC-backed
2 brands- Athletic Greens (AG1)
- Ritual
Also acquired: bareMinerals → Advent International Pipette → Belle Brands Supergoop! → Blackstone Puracy → Branded / Essor Pacifica Beauty → Brentwood Associates Ilia Beauty → Clarins Group The Honey Pot Co. → Compass Diversified CoverGirl → Coty Blue Lizard → Crown Laboratories Lola → Forum Brands Cetaphil Baby → Galderma Amazing Grass → Glanbia Sustain Natural → Grove Collaborative Centrum / Emergen-C → Haleon Equip Foods → HighPost Capital Hello Bello → Hildred Capital Kotex / U by Kotex / Poise → Kimberly-Clark Physicians Formula → Markwins Beauty Brands Australian Gold → New Sunshine, LLC Transparent Labs → Nutra Holdings bareMinerals → Orveon / Advent International Nature Made / MegaFood → Otsuka Promix Nutrition → Paine Schwartz Partners Rainbow Light → Piping Rock Jane Iredale → San Francisco Equity Partners Drunk Elephant → Shiseido Honest Beauty → The Honest Company Briogeo → Wella Company Ancient Nutrition → Wellful / Kainos Capital Vega → WM Partners
Deep Dives
Featured Ownership Research
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