Dr. Bronner’s Builds on Legacy as Mission Driven Company with Mission Driven Label

USDA Organic Personal Care Line Now Styled After Dr. Bronner’s Iconic Castile Soap Label

January 09, 2012

ESCONDIDO, CA – Dr. Bronner’s Magic Soaps, the top-selling natural brand of soap in the United States, is pleased to announce the rebranding of its line of USDA certified organic body care products (24 items in total), including hand and body soaps, lotions, shaving gels, hair care products and hand sanitizing spray. The revolutionary personal care line, released in early 2008, now features a new packaging design to look like Dr. Bronner’s iconic castile soap label. Instead of Emanuel Bronner’s philosophy the altered design features new writings by the current generation of the company about its Fair Trade projects around the world and the charitable causes the company supports.

“Dr. Bronner’s has always been a mission driven company with a mission driven label. My grandfather created his soap label to espouse his philosophy,” says David Bronner, President of Dr. Bronner’s Magic Soaps. “Our new label allows us to use the style and spirit of the original one to tell the story of what this generation of our family is doing to carry on the environmental and social ideals that this company was built on, and to expand upon the legacy left to us by my grandfather.”

Despite the new packaging, the product formulas and the UPC codes on the entire line remain unchanged. The relabeled items will be available beginning in January 2012. As usual the full Dr. Bronner’s line will continue to be widely available wherever natural products are sold, including Whole Foods Market locations nationwide. The new labels are designed to help retailer’s merchandize the company’s entire line together more easily and effectively while bringing a more unified brand presence to store shelves. The altered labels also include tips and instructions for the best use of the products.

Dr. Bronner’s products use no synthetic foaming agents or preservatives. The organic Shikakai (“Shee-kah-kye”) that anchors the USDA line comes from the seed pods of the small South Asian tree Acacia Concinna and has been used in India for millennia as a gently conditioning cleanser for both skin and hair. The high-performance personal care products are produced and certified under the same USDA organic standards that certify organic food. The products are also certified Fair Trade by the respected Swiss certifier IMO, with all major materials including organic coconut, olive and palm oils from certified Fair Trade sources.

USDA Organic Hand & Body Pump Soaps and Shaving Gels
In our hand and body pump soaps, the Organic Shikakai is extracted and combined with Dr. Bronner’s unsurpassed castile soap base for rich emollient lather and moisturizing after feel. The 12 oz. pump bottle is recommended for use as hand soap for placement by the sink, while the larger and economical 24oz. bottle is suggested for use in the shower. Using a similar formula, the Organic Shikaki Shaving Gels provide incredibly smooth glide, hair lift and wetting. The hand & body soaps and shaving gels are available in Lavender, Lemongrass Lime, Peppermint, Tea Tree, and Unscented. The Organic Hand & Body soaps are available in 12 oz. for $9.99 and 24 oz. for $16.99. The Organic Shaving Gel is available in 7oz. for $8.99.

USDA Organic Conditioning Hair Rinse and Leave-In Conditioning and Light Styling Cremes
Extracting Organic Shikaki into a concentrated base of organic lemon juice and fatty acids creates our USDA Organic Conditioning Hair Rinse to be used after shampooing with our Shikaki pump soaps or our traditional 18 in 1 castile soaps. Available in 8oz. for the suggested retail price of $9.99. As a final touch, our Leave-In Conditioning and Light Styling Cremes, made primarily from Organic Coconut and Jojoba Oils. Scents include Lavender and Peppermint. Available in 8oz. bottles for the suggested retail price of $7.99.

USDA Organic Lotion for Hands and Body
Dr. Bronner’s USDA Certified organic lotions, based on organic jojoba, coconut, avocado and hemp oils, moisturize dry skin exceptionally well without being greasy, keeping skin smooth and supple. Scents include Lavender Coconut, Orange Lavender, Peppermint, and Patchouli-Lime. Available in 8oz. for the suggested retail price of $9.99.

USDA Organic Hand Sanitizing Spray
Dr. Bronner’s USDA Certified Organic Hand Sanitizing Spray provides over 500 sprays per bottle. Dr. Bronner’s lavender scented hand sanitizer is free of gmo-alcohol and petro-carbomer thickener and now contains Fair Trade certified alcohol from Ecuador. Ingredients include 62% organic ethanol, water, organic glycerin, and organic lavender oil. Available in 2oz. bottles for the suggested retail price of $3.99.

For high-resolution images and photos of Dr. Bronner’s new labels, go to: https://info.drbronner.com/media-center/images/.


Dr. Bronner’s Magic Soaps are synonymous with Old-World quality and time-honored simplicity, which can be traced back to the family’s German-Jewish soapmaking tradition. Born in 1908 to a Jewish family that had been making soap since 1858, Emanuel Bronner was the third generation certified as a master-soapmaker under the guild system of the time. In 1929, he brought his formulas for high-quality liquid and bar soaps to America, starting Dr. Bronner’s Magic Soaps in its current form in 1948.

Renowned for their quality, versatility and eco-friendliness, Dr. Bronner’s enjoyed a small but loyal following in the early years. In the late 1960s, however, soap sales started to explode, due to the unsurpassed ecological quality combined with Dr. Bronner’s urgent message to realize our transcendent unity across religious and ethnic divides. Word-of-mouth soon made Dr. Bronner’s the iconic soap of that era, and in the decades that followed the soaps spread into every health food store in the U.S. and then into the mainstream as well — winning over fans from all walks of life on the way to becoming the number-one-selling natural brand of soap in North America.

The goal of the current generation of the Bronner family is to take the environmental and social ideals that Emanuel Bronner espoused on his labels and apply them in the company’s sphere of influence, for example by going both organic and fair trade. We know and do right by the farmers and workers who produce the materials that go into our products. The Bronner family also does right by all its employees. Executive compensation is capped at 5 to 1, which means that no one earns more than five times any other. All employees receive up to 25% of their salary as a bonus every year, get 15% of their salary as profit sharing for retirement, and have 100% free health care for themselves and their families.

To arrange interviews with representatives of the Bronner family, please contact Ryan Fletcher at 202-641-0277 or email ryan@drbronner.com.

For more information on Dr. Bronner’s Magic Soaps, please visit: www.drbronner.com.