Dr. Bronner’s Updates Product Labels on its Magic Soap for 2025
Label Updates on Pure-Castile Magic Soap Bottles, Bar Soap, and Refill Cartons Include Usage Guidelines and Highlights That the Soaps are Made with Regenerative Organic Certified Oils
VISTA, CA – Dr. Bronner’s, family-owned maker of the top-selling natural brand of soap in North America, has updated its product labels for its 18-in-1 Pure-Castile Magic Soap and All-One Pure-Castile Magic Bar Soap. The updated Magic Soap labels improve legibility, provide guidance on product usage with descriptive illustrations, and include new text about the company’s commitments to “Heal Earth!” and “Heal People!” alongside the brand’s classic “Moral ABC” text.
The updated Magic Soap labels also highlight that the soaps are now made with Regenerative Organic Certified oils. Further, seven scents of Magic Soap are now EWG Verified by the Environmental Working Group. Updates have also been made that improve the recyclability of the 100% PCR bottles in accordance with California SB 343. To view an image showing the evolution of Dr. Bronner’s Magic Soap label over the years, please visit: https://info.drbronner.com/wp-content/uploads/2025/03/Product-Label-Timeline.png.
“Our updated Magic Soap labels offer usage guidelines and descriptive icons to help customers get the most out of our highly concentrated formula. Our soaps have many amazing uses for personal care and are well-loved for their genuine scents, and their especially rich lather and clean rinse on the body and hands,” said Lisa Bronner, consumer educator and author of the book “Soap & Soul: A Practical Guide to Minding Your Home, Your Body, and Your Spirit with Dr. Bronner’s Magic Soaps.” “The added EWG Verified seal ensures consumers looking for safe ingredients can be confident in sharing Dr. Bronner’s with their families. After all these years, Dr. Bronner’s Magic Soap continues to help people lead more sustainable lives with a simple product—soap!”
Company founder Emanuel Bronner first began referring to Dr. Bronner’s soaps as ‘Magic Soap’ following an article in Esquire, published in 1973, titled “Dr. Bronner’s Magic Soap,” which referred to Dr. Bronner’s soap as ‘magic’ due to its many uses, and the unique label touting the founder’s Moral ABC philosophy. Since then, Magic Soap has become synonymous with Dr. Bronner’s brand, as the company has grown to produce a variety of certified fair trade and organic personal care products. Text from Emanuel Bronner’s Moral ABC remains on the updated Magic Soap labels, in honor of his vision to use the soap as a vehicle for spreading his message of peace and unity to help make a better world.
“My grandfather Emanuel Bronner first put his Moral ABC on the soap labels as a means to share his message of peace, love, and unity with the world,” said David Bronner, Cosmic Engagement Officer (CEO) of Dr. Bronner’s. “We are continuing that legacy with our updated Magic Soap labels. Alongside my grandfather’s original text, we have added messaging about our company’s work to ‘Heal Earth’ through our regenerative organic and fair trade supply chains and our work to ‘Heal People’ through ethical business practices and dedicating our profits to advance progressive social change. These are especially important times to remember what my grandfather emphasized throughout his life, ‘We are All-One or None! All-One!’ Our label honors him and his message and makes it clear to our customers that we make the best soap that takes care of people and our planetary home.”
Among the new information on the updated labels, one important detail is that Dr. Bronner’s Pure-Castile Magic Soap is made with Regenerative Organic Certified oils. To date, the Regenerative Organic Alliance has confirmed more than 18 million acres of agricultural land have transitioned to Regenerative Organic Certified since the certification’s founding in 2017. Dr. Bronner’s has transitioned more than 75,000 acres of its agricultural supply chain to become Regenerative Organic Certified.
Dr. Bronner’s was among the first companies in the United States to package its liquid soaps in 100% post-consumer recycled (PCR) plastic bottles. The company helped pioneer use of this packaging innovation more than twenty years ago. To ensure the company’s plastic bottles meet forthcoming state and international recyclability guidelines, Dr. Bronner’s has reduced the size of its labels to allow for better sorting and recycling. Alternatively, customers can purchase Dr. Bronner’s 32 oz. Pure-Castile Magic Soap Refill Carton and reduce their plastic use by 86% compared to the company’s 32 oz. post-consumer recycled (PCR) plastic bottles. Dr. Bronner’s Magic Bar Soap is packaged with 100% PCR paper. While recycling programs vary throughout the country, consumers can find more information about what local recycling facilities accept at the website: http://www.earth911.com.
Dr. Bronner’s is also proud to announce that seven out of eight scents* of Pure-Castile Magic Soap is labeled on-product with the Environmental Working Group’s EWG Verified logo. EWG’s science-backed resource, the Skin Deep Database, rates the safety of ingredients in personal care, and beauty products based on the best publicly available information in a simple to understand rating system, identifying potential hazards and health concerns. To qualify for the EWG Verified program, a product must score a 1 or 2 in the Skin Deep database. The EWG Verified mark on a product designates that the brand has taken extra steps in providing transparency to EWG’s scientists to verify the safety of product ingredients.
The new product label also features a lithographic image of Emanuel Bronner (company founder, Dr. Bronner himself) on the reverse side of the label that is visible when looking through the bottle from the back. Products with the updated label will begin to appear on store shelves in the United States in March of 2025.
For product images of Dr. Bronner’s Magic Soaps, please visit: https://info.drbronner.com/media-center/images.
*Dr. Bronner’s Eucalyptus Liquid and Bar Soap are not currently EWG Verified because the level of eucalyptus essential oil used exceeds the limit under EWG Verified criteria. Dr. Bronner’s uses approximately 2% organic eucalyptus oil in their soaps to give it the invigorating kick customers love but the acceptable limit for EWG verification is only 0.74%. While EWG Verified has set a low limit for the use of this ingredient in EWG Verified products, Dr. Bronner’s Eucalyptus Liquid and Bar Soaps are safe to use as instructed.
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About Dr. Bronner’s
Founded in the U.S. in 1948, Dr. Bronner’s is the top-selling brand of soap in the natural marketplace in North America and a leading mission-driven brand worldwide. The company is an independent, family-owned business based in California, committed to honoring the vision of founder Emanuel Bronner by making socially and environmentally responsible personal care and food products of the highest quality, and by dedicating profits to help make a better world. Dr. Bronner’s commitment to social justice, environmental sustainability, and ethical business is part of the company’s mission to put the “All-One” philosophy printed on the company’s iconic soap labels into practice and integrate these ideals into all aspects of its operations. The company caps executive salaries at 5 times its lowest paid fully vested position and donates all profits not needed for business development. In 2024, Dr. Bronner’s generated an estimated $209 million in net revenue and gave an estimated $8 million to charitable and activist causes. To-date Dr. Bronner’s has donated over $100 million since 1998, when leadership was transferred to the current generation who runs the company today. The company celebrated 75 years in business in 2023.
For further information, please visit: https://www.drbronner.com.