Category
Personal Care
Soap, shampoo, skin, deodorant, oral, shaving, sun, period care, lip balm
Last checked September 2026 · 42 good · 37 lookalikes · 5 on the fence
Bar soap, body wash
See cleaning
Bar soap
Family-owned and operated (they trademarked the phrase in 2025); women-owned certified; made in Kentucky since 1839
Everyone (EO Products)
SourcedBar & hand soap
Founders Susan Griffin-Black and Brad Black are still co-CEOs; family-owned zero-waste factory in Marin County; no sale
Zum (Indigo Wild)
Not yet verifiedBar soap
Independent, Kansas City
Little Seed Farm
Not yet verifiedSoap, lotion
Independent, family, Tennessee
Booda Organics
Not yet verifiedSoap
Independent, small
Shampoo bars
Independent, plastic-free
Shampoo, body
Founder Jean-François Bernier is still owner and CEO; made in Montreal, EWG-verified
Hair care
Independent, Amazon rainforest sourcing
Innersense
Not yet verifiedHair care
Family-owned, California
Plaine Products
Not yet verifiedHair care refills
Independent, refill model
Lotion, skin
Foundation-controlled (Switzerland): two nonprofits hold about 80% of voting rights, remaining shares restricted
Dr. Hauschka (WALA)
Not yet verifiedSkin
Foundation-owned, Germany
Skin, fair-trade shea
Founder bought the company back and controls it; prior owners hold a minority stake. Fair-trade shea from women's co-ops in Togo
Balms, sunscreen, lip
Family-owned, B Corp, NH benefit corporation, top pay capped at 5x the lowest-paid
Skin
Founder Priscilla Tsai owns and runs it; self-financed; sold at Target, Ulta, Whole Foods
Humble Brands
Not yet verifiedDeodorant
Independent, B Corp
Each & Every
Not yet verifiedDeodorant
Independent
Toothpaste
Family-owned and operated; founder Eric Buss is CEO; made in USA with US-origin ingredients
Toothpaste tablets
Independent
Preserve (Recycline)
SourcedToothbrush, razor
Founder Eric Hudson is still CEO; private, B Corp since 2012; pays a living wage; products from recycled #5 plastic
Brush with Bamboo
Not yet verifiedToothbrush
Independent, family
Cocofloss
Not yet verifiedFloss
Independent
Razor
Run by its two founding engineers (Hahn, Simone); launched on Kickstarter; climate-neutral certified; no outside investors found
Albatross
Not yet verifiedRazor
Independent
Sunscreen
Family-owned, B Corp, NH benefit corporation, top pay capped at 5x the lowest-paid
Thinksport
Not yet verifiedSunscreen
Independent
Raw Elements
Not yet verifiedSunscreen
Independent, family
Stream2Sea
Not yet verifiedSunscreen
Independent
Suntegrity
Not yet verifiedSunscreen
Independent
Period care
Founder-owned (Hoeger family), self-funded through 2023, B Corp, made in USA. Was seeking a first outside round in 2023 — check if it closed
Aunt Flow
Not yet verifiedPeriod care
Independent
Natracare
Not yet verifiedPeriod care
Family-owned, UK
Patch (Nutricare)
Not yet verifiedBandages
Independent (Australia), B Corp
Lip balm
Independent, private
Carmex (Carma Labs)
Not yet verifiedLip balm
Family-owned since 1937
Looks independent, isn't
Burt's Bees — owned by Clorox since 2007
Tom's of Maine — owned by Colgate-Palmolive since 2006
Hello — owned by Colgate-Palmolive since 2020
Native — owned by Procter & Gamble since 2017
Schmidt's — owned by Unilever since 2017
Dr. Squatch — owned by Unilever (from private equity) since 2025
source Wild — owned by Unilever since 2025
Dollar Shave Club — owned by Nexus Capital, private equity (65%) since 2023
Billie — owned by Edgewell since 2021
Bevel — owned by Procter & Gamble since 2018
Thinx — owned by Kimberly-Clark since 2022
The Honey Pot — owned by Compass Diversified (majority) since 2024
SheaMoisture, Nubian Heritage — owned by Unilever since 2017
Tatcha — owned by Unilever since 2019
Paula's Choice — owned by Unilever since 2021
Dermalogica, Kate Somerville, Hourglass — owned by Unilever
Dove, Vaseline, Axe, Suave — owned by Unilever
Youth to the People — owned by L'Oréal since 2021
CeraVe, La Roche-Posay — owned by L'Oréal
Drunk Elephant — owned by Shiseido since 2019
Aveeno, Neutrogena, Lubriderm, OGX, Band-Aid, Listerine — owned by Kenvue (ex-Johnson & Johnson)
Eucerin, Nivea, Coppertone — owned by Beiersdorf
Cetaphil — owned by Galderma
Olay, Gillette, Crest, Secret, Old Spice — owned by Procter & Gamble
Avalon Organics, Alba Botanica, Jason — owned by Hain Celestial
Sun Bum — owned by SC Johnson since 2019
Banana Boat, Hawaiian Tropic, Schick — owned by Edgewell
Supergoop — owned by Blackstone (majority) since 2021
ChapStick — owned by Suave Brands (Yellow Wood, private equity) since 2024
Softsoap, Irish Spring — owned by Colgate-Palmolive
Dial — owned by Henkel
Seventh Generation period care — owned by Unilever since 2016
Rael — owned by TowerBrook Capital (private equity, typically majority); Unilever Ventures is also an investor since 2025
source Ethique — owned by Bansk Group (private equity, 75%) since 2020
source Boka — owned by Essor (the BRANDED + Heyday roll-up; PE/VC-backed, brands across five aisles) since 2022
source Osea — owned by General Atlantic (PE/VC stake; investors hold board control, founder no longer CEO) since 2025
source Pacifica — owned by Brentwood Associates (PE/VC stake; investors hold board control, founder no longer CEO) since 2022
source On the fence
Harry's — Now part of Mammoth Brands — Harry's, Flamingo, Lume, Mando, Coterie. VC-backed, weighing IPO. More than one aisle by the rule. Your call.
Lume, Mando, Flamingo — Mammoth Brands — see Harry's.
Quip — Independent, VC-backed, single focus. Passes on the rule; not yet checked.
Public Goods — Independent, but sells across every aisle. Doesn't fit the rule cleanly.
Ursa Major — Fenwick Brands (private equity) took a minority stake in 2019; founders still run it.
record What the tags mean
Sourced
Primary source linked.
Solid
Widely documented. Source link still to add.
Not yet verified
Believed independent. Check the owner before relying on it.
Search everything · How I pick