How did a soap brand that doesn’t advertise become a wellness must-have?

How did a soap brand that doesn’t advertise become a wellness must-have? Dr. Bronner’s has become a celebrity-favorite brand that appears alongside upscale beauty buys in Instagram posts. CEO David Bronner says that they’re “really well positioned” to tap young consumers’ rising interest in wellness and eco-friendly products, riding the wave of “commodified hippiedom” that’s ushered yoga and vegan eating into the mainstream. Plus, they stand out to cause-conscious young consumers for their at-their-core social ethos. (Vox)