"Does Not Harm Nature"... Eco-Friendly Brand 'Dr. Bronner's' Continuing 163 Years of Tradition [Hidden Industry Story]

The 'Dr. Bronner's' Brand Created by a 5-Generation Soap Artisan Family Since 1858
Various Donations and Campaigns Conducted Following the Brand Philosophy 'ALL-ONE!'

Photo by Dr. Bronner's official Instagram screen capture.

[Asia Economy Reporter Heo Midam] As interest in the environment grows, companies have recently turned their attention to the values of 'sustainability' and 'eco-friendliness.' Consumers are also showing high interest in the environment and are trending towards eco-friendly consumption. This has even given rise to the new term 'greensumer.' Greensumer is a compound word of green, meaning environment, and consumer, referring to consumers who consider the environment. Companies are making various efforts related to the environment, such as using eco-friendly materials or reducing carbon emissions, to capture this audience.

Among them, a company that has long fulfilled its social responsibility is gaining attention. The representative American organic cosmetics brand Dr.Bronner's is the one. Dr.Bronner's, which has continued its tradition for five generations, has maintained the number one market share in the U.S. organic soap market for over 20 years solely through word of mouth without a single commercial advertisement since its founding. What is the secret behind Dr.Bronner's widespread love?

◆ Dr.Bronner's, Interested in World Peace…Putting Conviction into Soap

Soap is considered a revolutionary invention that has helped prevent many infectious diseases in humanity. However, about 160 years ago, soap often damaged many people's skin due to its unique chemical components. At that time, companies tried to make safe soap that maintained cleansing power based on natural ingredients extracted from natural materials.

A soap factory established by Emmanuel Heilbronner, the first generation of the Bronner family, who remodeled his own house. Photo by Dr. Bronner's website

In 1850s Germany, the desire for safe soap was strong. Many devoted themselves to soap development, but one family, known for making handmade soap, gained attention. The first generation of this family, Emmanuel Heilbronner, was the first certified soap maker in Germany. In 1858, he showed his passion by converting his home into a soap factory.

He later developed the first liquid soap based on plant oils without using animal fats. This soap was supplied in large quantities throughout Germany, expanding the company's scale. Emmanuel established a large factory in Heilbronn, Germany, and passed the business to the second generation, Berthold Heilbronner.

Berthold contributed to further expanding the business, and later, Emil Bronner, the third generation of the Bronner family, was born to him and his wife, Franciska. He is the figure who became the origin of the Dr.Bronner's brand we commonly know.

In 1930, Emil traveled to the United States to gain ideas for the development of the family business and soap manufacturing. After World War II broke out and many were massacred by the Nazis, he became interested in 'world peace' and 'coexistence with the Earth.' He began lecturing across the U.S. on these topics, and after each lecture, he handed out soap in bottles to attendees, symbolizing washing both body and mind.

The soap gained popularity through word of mouth, and more people came to get the soap than to attend the lectures. Upon realizing this, Emil densely inscribed his philosophy on the soap bottles with the phrase 'We Are All-One.' This became the origin of the Dr.Bronner's label.

Photo by Dr. Bronner's official Instagram screen capture.

◆ The Secret to Capturing 'Greensumers'…Dreaming of Coexistence of People, Animals, and Earth

Dr.Bronner's follows the brand philosophy 'ALL-ONE!' which means coexistence of people, animals, and the Earth, and engages in various donation and campaign activities.

In particular, Dr.Bronner's is a representative vegan brand opposing factory farming and has carried out various animal protection activities. Beyond simply excluding animal testing and animal-derived ingredients, it has taken the lead in opposing factory farming and advocating for the welfare of farmed animals.

Since 2014, it has donated over one million dollars to animal protection organizations in countries such as the U.S. and the U.K., which work against factory farms and for sustainable food systems.

Additionally, they have introduced eco-friendly materials for their containers and packaging. Since 2003, they have used 100% PCR plastic in product containers, including 'Pure Castile Soap.' PCR plastic is an eco-friendly recycled resin made by reprocessing discarded plastic through a special process and is up to 15% more expensive than regular plastic.

◆ Dr.Bronner's Loved by Celebrities…Consistent Sales Growth

Due to their eco-friendly philosophy, corporate ethics, and excellent product quality, Dr.Bronner's enjoys high trust. Dr.Bronner's has maintained the number one market share in U.S. organic body care for 21 years and has become the best-selling natural soap manufacturer in North America.

Sales have also been on the rise. Dr.Bronner's sales grew more than 30 times over 20 years, from $4 million (47.57 billion KRW) in 1998 to $122.5 million (145.7 billion KRW) in 2018.

Dr.Bronner's is also famous as a brand loved by Hollywood stars. Many stars, including Sandra Bullock and Drew Barrymore, have publicly declared themselves fans of the brand, drawing attention.