Emanuel Heilbronner saw the Dr. Bronner’s brand as a vehicle for spreading his 'Moral ABC', and ultimately for advancing social change.
"Dr. Bronner’s was founded in the mid-1900s, but its history starts almost a century prior. The Heilbronners were a family of soapmakers who began crafting soaps in their home of Laupheim, Germany, in 1858. Emanuel Heilbronner (who eventually dropped the “Heil” in his name because of Adolf Hitler and the Nazi's rise to power) was the third generation and emigrated to the United States in 1929. He would start his own business called Dr. Bronner’s in 1948, producing liquid Peppermint soap and health food seasonings.
"Emanuel (who adopted the honorific 'Dr.') felt passionate about his beliefs and spoke in an enthusiastic manner. He had a powerful personality that sometimes clashed with others—in fact, part of the reason he moved to the United States was that his Zionist ideals and approaches for modern soapmaking clashed with his father and uncles. His behavior even landed him in the Elgin State Insane Asylum, from which he escaped shortly before founding Dr. Bronner’s. So it makes sense that the brand Emanuel created would reflect his character and points of view."
Article: Message on a Bottle: The Story Behind Dr. Bronner’s Soaps