Current Ownership of Burt's Bees
Burt's Bees is currently owned by the Clorox Company, a publicly traded consumer products corporation headquartered in Oakland, California. Clorox acquired Burt's Bees through its subsidiary, Clorox Professional Products Company, in a deal that closed in 2007. The acquisition price was approximately $925 million, and the transaction gave Clorox full control of the personal care brand. Today, Burt's Bees operates as a wholly owned subsidiary within Clorox's portfolio of consumer brands. The brand continues to be managed as a distinct business unit under the larger corporate umbrella.
Clorox is traded on the New York Stock Exchange under the ticker symbol CLX. The company's annual revenue for fiscal year 2023 was approximately $5.6 billion, with Burt's Bees representing a notable portion of its portfolio. Clorox's ownership structure includes both institutional and individual shareholders, with major institutional holders including Vanguard Group and BlackRock. The Clorox Company has maintained a consistent strategy of acquiring niche brands and integrating them into its broader product lineup. Burt's Bees benefits from Clorox's global distribution networks and retail partnerships.
History of Burt's Bees Before Acquisition
Founding and Early Growth
Burt's Bees was founded in 1984 by Burt Shavitz and Roxanne Quimby in Maine. The brand started as a small candle-making business before expanding into personal care products made with natural ingredients. By the mid-1990s, Burt's Bees had grown into a significant player in the natural personal care market. The company's early growth was fueled by a strong brand identity centered on beeswax-based products and environmentally conscious values. Burt's Bees gained a loyal customer base and expanded its product line to include lip balms, lotions, and soaps.
The brand's rapid growth attracted the attention of larger corporations looking to enter the natural personal care segment. In 1999, Burt's Bees was acquired by the personal care conglomerate Alberto-Culver. This ownership period lasted until 2007, when Clorox purchased the brand. During the Alberto-Culver era, Burt's Bees continued to expand its product offerings and market presence. The brand's commitment to natural ingredients and sustainable practices remained a core part of its identity throughout this period. Burt's Bees became one of the fastest-growing personal care brands in the United States.
Clorox Company and Brand Portfolio
Clorox's Acquisition Strategy
Clorox has a history of acquiring established brands with strong consumer recognition and loyal followings. The acquisition of Burt's Bees was part of a broader strategy to diversify the company's portfolio beyond traditional household cleaning products. Clorox's portfolio now includes brands across personal care, household cleaning, and food categories. Burt's Bees is positioned within Clorox's personal care division, alongside other acquired brands. The company's acquisition strategy focuses on brands that align with its values of quality, sustainability, and consumer trust.
Burt's Bees operates with a significant degree of autonomy within Clorox's corporate structure. The brand maintains its own product development team and marketing identity. Clorox provides Burt's Bees with access to its global supply chain and retail relationships. The brand's product line has continued to expand under Clorox's ownership, with new items entering the market regularly. Burt's Bees remains a key player in the natural personal care segment, leveraging Clorox's resources for growth. The brand's commitment to natural ingredients and sustainable practices has been maintained and strengthened under Clorox's ownership.