Dr. Bronner’s soap, initially rooted in counterculture and relegated to the shelves of health food stores, is now sold at major U.S. retailers and internationally in 40 countries. Here is the wild and very California backstory.
Officially, there are 18 ways to use Dr. Bronner’s Magic Soaps: The same amber liquid you rub on your body doubles as a toothpaste, a fruit and vegetable rinse, a decongestant, a laundry and dishwashing detergent, a shaving cream substitute, a floor-mopping solution, a shampoo for you or your dog, and a toilet bowl cleaner.
There was also Dr. Bronner’s — he wasn’t actually a doctor — assertion that the product, made primarily of water and plant oils, could prevent pregnancies.“I think my grandfather was going off of, if you change the pH of the environment, a fertilized egg would be unviable — so if you wash with the soap after intercourse, then it would functionally act as birth control,” said Lisa Bronner . “That wasn’t the road that we wanted to go down.
From the company’s booth nearby, cheerful Dr. Bronner’s employees were doling out samples, rainbow bumper stickers and the brand’s newest organic vegan chocolate bar flavor — cool peppermint cream, a nod to its original soap scent.
David, Mike and Lisa grew up in Glendale, not giving much thought to the prospect of one day taking over the family business and generally regarding their grandfather as a bewildering figure. “My granddad was always talking about uniting ‘Spaceship Earth’ and it was kind of sailing over our heads,” David said.
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