A Guide to Natural Brands and Their Ownership

I can still remember diving into the natural health world out of necessity over a decade ago and feeling overwhelmed. There were so many different natural brands to choose from, and I had never heard about any of them. It was like learning to shop all over again.

At the time, we were mitigating food and environmental stressors with our oldest child. As a first time mom, worn down from a baby who cried two thirds of the day, navigating brands and their parent companies wasn’t on my radar.

It wasn’t until after our second child was born and their health issues were leveled did I become aware that some of the natural brands I was purchasing weren’t independent. Rather they were owned by larger (sometimes well-known) companies. Unfortunately, those companies didn’t exactly align with our values, represent a healthy, holistic image, or offer much transparency. 

Now, that alone doesn’t mean the products themselves are “bad”, but for me it caused a pause. As a small family farm, I know what a blessing it is to receive local support. But I also know the constraint of needing to stick within budget. 

When I was able, I took the time to research some of the natural brands I was using. Sometimes, friends farther along in their health journey had answers, sometimes it meant doing some digging online, and sometimes it was just frustrating.

It can be really hard to juggle stewarding health, finances, and values. As I continued to learn, I tried to be intentional about where I spent our dollars. I wanted to offer healthier products to my family, support independent companies with honorable intentions when able, and not blow our finances.

The following guide is simply to help you make informed decisions that align with what’s most important to you. 

Quick Note on Stewardship

I mentioned earlier that balancing stewardship of multiple things can be challenging. God has convicted me that choosing what we put into our bodies and use around our homes is part of stewardship.

Scripture reminds us:

This doesn’t mean every decision needs to be perfect. I would love to have a house full of small independent brands based on integrity. But our budget would be pressed too thin, and on occasion, some natural products didn’t perform as well with well water. 

Just do the best you can with what you’ve got. Pay attention, ask questions, do research, advocate for better options, and offer yourself (and others) grace when choices are limited.

Difference between Large Corporations, Private, and Independent

Large Corporations typically own multiple brands across various industries (sometimes hundreds). Decisions are often centralized: marketing, sourcing, product strategy, and pricing may be controlled at the corporate level. Some brands are able to maintain their original formulas and practices, so looking for transparency is key.

Privately held companies are not publicly traded and the shares are owned by founders, family members, private investors and/or equity firms. This doesn’t indicate who controls the decision making, values, formulations, or whether investors influence the brand.

Independent companies are usually founder-led or family-owned. This means there is no controlling stake by larger conglomerates, which provides greater autonomy over sourcing, formulations, long-term decisions, and overall mission. However, “independent” is not a legal designation.

• Conglomerate-Owned – part of a larger corporation (e.g., Unilever, Nestlé, General Mills)
• Publicly Traded – shares sold on stock exchange; financial priorities may influence decisions
• Privately Held – not publicly traded; ownership may vary
• Independent / Founder-led – mission-driven, privately held

How To Use This Natural Brands & Ownership Guide

If this seems overwhelming or stressful, here is your gentle reminder to pause and breathe. My top tips are listed below. In addition, feel free to save or print this PDF Natural Brands & Ownership Guide for personal reference.

• Start with one category at a time
• Support independent companies when able
• Don’t make decisions based on fear
• Pray over information gleaned
• Listen to the Holy Spirit’s guidance

Independent Natural Brands

These companies are currently independently owned. Ownership can change over time, so it’s helpful to check a brand’s status periodically, especially if independence is important to you. This list can serve as a starting point as you explore brands that align with your values.

Supplements

• RidgeCrest Herbals
• Gaia Herbs
• WishGarden Herbs
• Pure Synergy
• Earthley Wellness

Personal Care

• Fatco
• Toups & Co Organics
• Rowe Casa Organics

Household Cleaners

• Branch Basics
• Meliora Cleaning Products
• Truly Free
• Biokleen

Foods

• Siete Foods (independent at time of writing)
• Primal Kitchen (acquired by Kraft Heinz. Included here because many assume it’s still independent)

If you’re wondering where to begin, I’ve shared more detailed looks at the natural personal care and makeup products I’ve personally used and trusted over time, as well as a simple peek inside the natural remedies we keep on hand in our own home. Those posts are meant to offer real-life examples and encouragement as you apply this guide in practical ways. Use what feels supportive right now, and return to the rest when and if it’s helpful. Small, intentional steps still matter as you care for your home and family.