Burt's Bees Current Owner and Parent Company Structure
Burt's Bees is owned by Clorox Company, a publicly traded consumer products firm headquartered in Oakland, California. Clorox acquired Burt's Bees in 2007, and the brand now operates as part of Clorox's natural and personal care portfolio. The acquisition was structured as a cash deal, and Clorox has maintained Burt's Bees as a distinct brand with its own product lines and marketing identity as reported by Forbes.
Clorox is traded on the New York Stock Exchange under the ticker symbol CLX. The company reports consolidated financials that include Burt's Bees revenue within its Health and Home division. Clorox's annual reports and SEC filings provide detailed breakdowns of segment performance, including the contribution of natural brands like Burt's Bees to overall sales growth and margin expansion via SEC EDGAR filings.
Financial Performance and Brand Metrics Under Clorox Ownership
Since the acquisition, Burt's Bees has grown into one of Clorox's higher-profile natural personal care brands. Burt's Bees product categories include lip balm, skincare, body care, and hair care, with a focus on natural ingredients and beeswax-based formulations. The brand competes in the natural and organic personal care segment alongside companies like The Honest Company and Dr. Bronner's according to industry analysis.
Clorox has invested in Burt's Bees distribution, expanding retail availability in North America and select international markets. Burt's Bees products are sold through major retailers, drugstores, and e-commerce platforms. Clorox's financial results highlight the role of Burt's Bees in driving volume growth within its Health and Home segment, alongside other natural brands in the portfolio as noted in Clorox investor materials.
Brand Identity, Product Lines, and Market Position
Burt's Bees maintains a brand identity centered on natural ingredients, beeswax, and environmentally conscious packaging. The brand's product lines include lip care, moisturizers, cleansers, and deodorants, many of which carry certifications for natural or organic content. Burt's Bees marketing emphasizes sustainability and responsible sourcing, aligning with consumer trends toward clean beauty and natural personal care on the official Burt's Bees website.
Within Clorox's portfolio, Burt's Bees is positioned as a key player in the natural personal care category, complementing brands like Seventh Generation and Brita. Clorox's corporate strategy focuses on leveraging Burt's Bees' brand equity to capture share in the growing natural and organic personal care market. The brand continues to launch new SKUs and limited-edition collections to maintain relevance and drive repeat purchases per Forbes coverage of Clorox's acquisition strategy.