A few minutes on the soap with a message on the label, the family that caps its own pay, and the bundle you can earn with points.
A brief history
of Dr. Bronner’s.
Two minutes, from their own channel: the soapmaker, the label, and the word Magic.
The label
is the message.
Emanuel Bronner, born into a German Jewish family of soapmakers, sold his soap out of his car and lectured about peace. People kept coming for the soap and skipping the lecture.
So why is every label packed edge to edge with tiny type?
That dense little scroll is the Moral ABC, Emanuel’s message that we are All-One or None, printed on every bottle since the beginning. The soaps picked up the word Magic in 1973, after an Esquire article used it and he liked it too much to let it go.
Six Cosmic
Principles.
The label’s message, turned into how the company runs. Scroll through all six.
The gap,
at most companies.
is the average gap between an American CEO’s pay and their workers’.
A family soap company in Vista, California runs on a different number.
At Dr. Bronner’s, nobody at the top earns more than five times the lowest-paid fully vested worker. They call the whole approach constructive capitalism.
The oils come from fair trade partners the family helped build: coconut from Sri Lanka, palm from Ghana, mint from India, olive from the West Bank. Thousands of farming families, twelve countries.
In 2017 they helped found Regenerative Organic Certified with Patagonia and the Rodale Institute. Since late 2024, the whole U.S. Magic Soap line is made with ROC oils.
So what
does the cap do?
Dr. Bronner’s 5-to-1 rule means...
The average American CEO makes 290 times what their workers make. Here the ceiling is five. What the top does not take stays with the mission: the farmers, the employees, the causes.
One year of funding
what’s right.
given to activist and charitable causes in the U.S. in 2024. With international giving on top, that is 4% of everything the company brought in.
Where the
money went.
They publish every line, by cause and by name. Tap each one.
And it isn’t
only money.
products given away in 2024: soap and hand sanitizer to mutual aid groups, food banks and shelters.
Their community team hauls product to climate disasters, pop-up kitchens and local pantries across Southern California, all year.
Menstrual health programs in the farming communities of Ghana and India. And in every country they sell in, at least 1% of sales funds local causes - over $1 million so far.
Their olive oil has come from Canaan Palestine since 2006. They back its Trees for Life program: about 450,000 olive seedlings planted with 7,000 farming families.
Now meet
the soap.
The 18-in-1 Pure-Castile Magic Soap: one bottle for body, hair, dishes, laundry, even the dog. Tap the shelf.
A soap shelf,
paid in points.
Propeller Premier unlocks the top shelf of rewards. Including a full Dr. Bronner’s Magic Soap bundle, redeemed entirely with points.
All-One!
The message on every label since the beginning. Take it with you.
Get the bundleRedeem with points on Propeller
Or just claim your 100 points with the code.