The scent of beeswax and lavender lingers in the air of Burt’s Bees stores, a fragrance that has become synonymous with natural, earthy beauty. But behind the familiar logo—those two bees side by side—lies a corporate story far more complex than the brand’s rustic, small-batch origins. For decades, Burt’s Bees thrived as an independent company, built on the principles of its founder, Burt Shavitz, who believed in harnessing the power of beeswax and botanicals for skincare. Yet today, the brand is no longer what it once was: a family-run enterprise. The question of **who owns Burt’s Bees** now is one that cuts to the heart of modern consumerism—where even the most trusted natural brands can become entangled in the web of corporate acquisitions. The shift began quietly in 2007, when Burt’s Bees was acquired by **Clorox**, the multinational conglomerate best known for bleach, Pine-Sol, and Hidden Valley. The deal sent ripples through the natural beauty community, where Burt’s Bees had long been a poster child for clean, non-toxic products. Clorox’s entry into the skincare market wasn’t just a financial transaction; it was a cultural one. The company, with its roots in household cleaning, suddenly found itself in charge of a brand that prided itself on simplicity, sustainability, and a deep connection to nature. For many consumers, the acquisition raised uneasy questions: Would Burt’s Bees remain true to its mission, or would it be absorbed into Clorox’s broader corporate strategy? Yet the story doesn’t end there. Over the years, Clorox has navigated the delicate balance of maintaining Burt’s Bees’ integrity while leveraging its growing popularity. The brand’s expansion into global markets, its foray into new product lines, and even its occasional missteps—like the 2018 controversy over a lip balm ingredient—have all been shaped by its corporate ownership. Understanding **who really owns Burt’s Bees** today means peeling back layers of corporate history, examining the brand’s evolution, and asking whether its soul has survived the transition from a Maine garage to a Fortune 500 boardroom.

The Complete Overview of Burt’s Bees Ownership

Burt’s Bees was never meant to be a corporate giant. Founded in 1984 by Burt Shavitz, a beekeeper and entrepreneur, the company started as a small operation in Freeport, Maine, selling handmade beeswax lip balm at local fairs and farmers' markets. Shavitz’s vision was straightforward: create products that were gentle, effective, and free from synthetic chemicals—a radical idea in an era when the beauty industry was dominated by harsh, artificial ingredients. By the 1990s, Burt’s Bees had grown into a recognizable name in natural skincare, thanks to its commitment to organic ingredients and transparent marketing. The brand’s success was built on authenticity, and its customers trusted it precisely because it felt like a product from the earth, not a laboratory. That trust became a target for larger companies. In 2007, Clorox, a company with a $6 billion market cap at the time, made a bold move by acquiring Burt’s Bees for $925 million. The acquisition was part of Clorox’s broader strategy to diversify into the booming natural and organic products market, which was growing at an annual rate of over 10% in the mid-2000s. For Clorox, Burt’s Bees represented more than just a brand—it was a gateway to a younger, health-conscious consumer base that valued sustainability and transparency. Yet for Burt’s Bees’ loyal customers, the news was met with skepticism. How could a company known for bleach and disinfectants truly understand the ethos of a brand built on beeswax and botanicals? The acquisition didn’t immediately change Burt’s Bees’ operations. Clorox allowed the brand to retain its independent identity, keeping its headquarters in Maine and largely preserving its product formulations. However, the shift in ownership introduced new dynamics. Clorox brought with it corporate resources that Burt’s Bees could leverage—global distribution networks, advanced marketing capabilities, and access to capital for expansion. Yet it also raised questions about whether the brand’s core values would be diluted. Over the years, Clorox has faced scrutiny for its environmental practices, including lawsuits over toxic chemical releases, which contrasts sharply with Burt’s Bees’ image as an eco-friendly alternative. The tension between corporate profit motives and the brand’s original mission remains a defining aspect of its modern identity.

Historical Background and Evolution

Burt Shavitz’s journey to creating Burt’s Bees began with a simple observation: his wife, Roxanne, suffered from dry, chapped lips, and the commercial lip balms available at the time contained ingredients like petrolatum and synthetic fragrances that irritated her skin. Determined to find a better solution, Shavitz turned to his expertise as a beekeeper. He experimented with beeswax, a natural emollient, and combined it with essential oils like lavender and peppermint to create a soothing, all-natural lip balm. The product was an instant hit at local markets, and by the late 1980s, Burt’s Bees had expanded into a full line of skincare products, including lotions, soaps, and body butters. The brand’s growth was fueled by a countercultural movement that embraced natural, non-toxic alternatives to mainstream beauty products. Burt’s Bees became a staple in health food stores and organic retailers, and its marketing emphasized simplicity and honesty—no artificial colors, no synthetic preservatives, just pure, earth-derived ingredients. This authenticity resonated with consumers who were increasingly wary of the chemical-laden products dominating the market. By the early 2000s, Burt’s Bees had become a household name, with annual revenues exceeding $100 million. Its success was a testament to the power of transparency in an industry often accused of greenwashing. The turning point came in 2007, when Clorox announced its acquisition of Burt’s Bees. The deal was structured to allow Burt’s Bees to operate as a semi-autonomous division within Clorox, with its own management team and product development team. Clorox’s CEO at the time, Herb Hainer, framed the acquisition as a way to bring Burt’s Bees’ natural products to a broader audience while maintaining its integrity. “We’re not going to change the brand,” Hainer told reporters. “We’re going to grow it.” Yet skeptics argued that Clorox’s corporate culture—rooted in mass production and chemical-based products—was inherently at odds with Burt’s Bees’ grassroots ethos. The acquisition marked the beginning of a new chapter, one where the brand’s future would be shaped by corporate strategy rather than the whims of a small-town beekeeper.

Core Mechanisms: How It Works

Understanding **who owns Burt’s Bees** today requires examining how corporate ownership structures influence a brand’s operations. Clorox’s model for managing Burt’s Bees has been a mix of autonomy and integration. The brand retains its own research and development team, which continues to innovate with natural ingredients while adhering to Clorox’s broader quality and safety standards. This dual approach allows Burt’s Bees to maintain its reputation for purity while benefiting from Clorox’s global supply chain and marketing expertise. One of the key mechanisms at play is **brand licensing and expansion**. Clorox has used Burt’s Bees as a platform to introduce new product lines, such as deodorants, shampoos, and even pet care products, all while keeping the brand’s core identity intact. The company has also invested in Burt’s Bees’ digital presence, expanding its e-commerce operations and social media outreach to appeal to younger, tech-savvy consumers. However, this expansion has not been without controversy. In 2018, Burt’s Bees faced backlash when it introduced a new lip balm formula that contained **phenyltrimethicone**, a synthetic ingredient not found in its original products. The brand quickly responded by reformulating the product, but the incident highlighted the challenges of balancing corporate innovation with consumer trust. Another critical mechanism is **sustainability initiatives**. Clorox has positioned Burt’s Bees as a leader in eco-friendly packaging and ethical sourcing, aligning with the brand’s original values. For example, Burt’s Bees has committed to using 100% post-consumer recycled plastic in its packaging by 2025 and has partnered with organizations like **1% for the Planet** to support environmental causes. These efforts are designed to reassure consumers that, despite its corporate ownership, Burt’s Bees remains committed to its mission. Yet critics argue that Clorox’s broader environmental record—including past lawsuits over toxic chemical spills—undermines Burt’s Bees’ credibility. The brand’s ability to navigate this tension will be a defining factor in its long-term success.

Key Benefits and Crucial Impact

For consumers, the question of **who owns Burt’s Bees** is more than just academic—it directly impacts the products they buy. On one hand, Clorox’s ownership has allowed Burt’s Bees to scale globally, making its products more accessible than ever before. The brand now has a presence in over 50 countries, with products available in major retailers like Target, Walmart, and Whole Foods. This expansion has democratized access to natural skincare, bringing Burt’s Bees’ benefits—such as beeswax’s moisturizing properties and essential oils’ antibacterial qualities—to a wider audience. On the other hand, corporate ownership has introduced risks. The most immediate concern is **ingredient transparency**. While Burt’s Bees has largely maintained its commitment to natural formulations, the occasional slip-ups—like the phenyltrimethicone controversy—have eroded trust among purists. Additionally, Clorox’s corporate priorities, such as cost-cutting measures or shifts in marketing strategies, could potentially compromise the brand’s integrity. For example, some consumers have noted that Burt’s Bees’ pricing has increased since the acquisition, raising questions about whether Clorox is prioritizing profit margins over affordability. > *“A brand’s soul isn’t just in its products—it’s in the story behind them. When a company like Burt’s Bees is acquired, the real question isn’t just about who owns it, but whether that ownership respects the values that made it special in the first place.”* > — **Susan Freinkel**, author of *Plastic: A Toxic Love Story*

Major Advantages

Despite the challenges, Clorox’s ownership has brought several advantages to Burt’s Bees:

• Global Reach: Clorox’s distribution network has allowed Burt’s Bees to expand into international markets, increasing its visibility and sales.
• Innovation Resources: Access to Clorox’s R&D capabilities has enabled Burt’s Bees to develop new products while maintaining its natural focus.
• Sustainability Initiatives: Clorox has invested in eco-friendly packaging and ethical sourcing, aligning with Burt’s Bees’ original mission.
• Consumer Trust Reinforcement: Burt’s Bees has maintained its reputation for transparency, with Clorox supporting third-party certifications like USDA Organic and Leaping Bunny.
• Financial Stability: As part of a larger corporation, Burt’s Bees has greater financial resilience, allowing it to weather market fluctuations and invest in long-term growth.

Comparative Analysis

To better understand Burt’s Bees’ position in the market, it’s helpful to compare it to other natural beauty brands that have undergone similar corporate transitions:

Brand	Acquirer	Year Acquired	Key Impact of Acquisition
Burt’s Bees	Clorox	2007	Global expansion, maintained natural focus, occasional ingredient controversies.
Tom’s of Maine	Colgate-Palmolive	2006	Loss of independent identity, reduced transparency, rebranding as "Tom’s of Maine by Colgate."
Dr. Bronner’s	Independent (family-owned)	N/A	Maintained full control over formulations, strong ethical stance, but limited global reach.
Acure	Unilever	2019	Rapid expansion, but concerns over synthetic ingredient creep and corporate influence.

While Burt’s Bees has fared better than some of its peers—such as Tom’s of Maine, which lost much of its independent identity after being acquired by Colgate-Palmolive—it still faces the same fundamental question: Can a brand retain its soul under corporate ownership? The answer lies in how well Clorox balances Burt’s Bees’ original values with the demands of a global consumer market.

Future Trends and Innovations

Looking ahead, the future of Burt’s Bees will likely be shaped by two competing forces: **corporate growth** and **consumer demand for authenticity**. Clorox has signaled its commitment to Burt’s Bees by continuing to invest in the brand’s innovation pipeline, particularly in areas like clean beauty and sustainable packaging. The company has also explored partnerships with influencers and wellness brands to keep Burt’s Bees relevant among younger consumers, who are increasingly prioritizing transparency and ethical sourcing. However, the brand’s long-term success may depend on its ability to **resist corporate dilution**. As the natural beauty market becomes more crowded, Burt’s Bees will need to double down on what made it special in the first place: its connection to nature and its unwavering focus on pure, effective ingredients. Clorox’s challenge will be to avoid the pitfalls of other acquired brands—like Tom’s of Maine or Acure—where corporate ownership led to a loss of identity. If Burt’s Bees can strike the right balance, it could emerge as a leader in the ethical beauty space, proving that even under corporate ownership, a brand’s soul can endure.

Conclusion

The story of **who owns Burt’s Bees** today is more than a simple ownership question—it’s a microcosm of the broader tensions in the beauty industry between corporate ambition and consumer trust. Burt’s Bees was built on a foundation of authenticity, and while Clorox’s acquisition has allowed the brand to grow and innovate, it has also forced it to navigate the complexities of corporate responsibility. The brand’s ability to maintain its integrity in the face of these challenges will determine whether it remains a trusted name in natural beauty or becomes just another casualty of corporate consolidation. For consumers, the takeaway is clear: awareness matters. Understanding the ownership structure behind the brands we buy is the first step in making informed choices. Burt’s Bees may no longer be a small Maine business, but its legacy—rooted in beeswax, botanicals, and a commitment to purity—remains a powerful reminder of what happens when corporate interests meet consumer values.

Comprehensive FAQs

Q: Is Burt’s Bees still family-owned?

A: No, Burt’s Bees is no longer family-owned. The brand was acquired by Clorox in 2007, though it operates as a semi-autonomous division within the company. Burt Shavitz, the founder, passed away in 2017, and his family no longer has direct control over the brand.

Q: Does Clorox still allow Burt’s Bees to use natural ingredients?

A: Yes, Burt’s Bees continues to prioritize natural ingredients under Clorox’s ownership. The brand maintains its commitment to beeswax, essential oils, and other botanical-based formulations, though occasional controversies—like the 2018 phenyltrimethicone incident—have led to reforms to ensure transparency.

Q: Has Burt’s Bees’ pricing increased since the acquisition?

A: Yes, some consumers have noted that Burt’s Bees products have become more expensive since Clorox took over. This is likely due to corporate cost structures, supply chain adjustments, and the brand’s expansion into higher-end formulations. However, Burt’s Bees still offers affordable options compared to luxury natural beauty brands.

Q: Are there any other brands owned by Clorox that compete with Burt’s Bees?

A: Clorox does not own any direct competitors to Burt’s Bees within its portfolio. However, the company’s broader product line—including household cleaners and personal care items—does not overlap with Burt’s Bees’ skincare and beauty focus. Burt’s Bees remains a standalone brand under Clorox’s umbrella.

Q: What is Burt’s Bees’ stance on sustainability under Clorox?

A: Burt’s Bees has made several sustainability commitments under Clorox, including goals to use 100% post-consumer recycled plastic in packaging by 2025 and to source ingredients responsibly. The brand also participates in initiatives like 1% for the Planet, donating a portion of sales to environmental causes. However, critics argue that Clorox’s overall environmental record—including past lawsuits—raises questions about the brand’s long-term sustainability efforts.

Q: Can I still find Burt’s Bees products made with the original formulations?

A: Burt’s Bees has largely maintained its original formulations, though some products—particularly newer additions—may include minor adjustments for stability or performance. The brand’s classic lip balms, lotions, and soaps remain largely unchanged, but it’s always wise to check ingredient lists for updates, especially in limited-edition or reformulated products.

Q: How does Burt’s Bees’ corporate ownership affect its animal testing policies?

A: Burt’s Bees has long been a leader in cruelty-free practices, and Clorox has supported this stance. The brand is certified by Leaping Bunny and does not test its products or ingredients on animals. However, as with any corporate-owned brand, there is always scrutiny over whether Clorox’s broader policies could indirectly influence Burt’s Bees’ ethical standards in the future.

Q: Are there any rumors about Burt’s Bees being sold again?

A: As of 2024, there have been no credible rumors or official announcements about Burt’s Bees being sold by Clorox. The brand remains a key part of Clorox’s natural and organic product division, with no indications of a pending acquisition or divestment.