Six brands (other than ODX) taking ingredient transparency seriously

December 9, 2025

Ingredient transparency isn’t just the right thing to do—it’s good business, too. As it turns out, we’re not alone in that belief.

At Odor Exorcism, we spend a lot of time elbow-deep in ingredient lists, asking the same questions an attentive customer would ask: What is this? Why is it here? Does it earn its keep? When you build products meant to purify living spaces rather than perfume them, ingredient transparency is sacred.

And once you start operating that way, you notice other brands doing similarly luminous work. Not in odor elimination, but in adjacent corners of consumer life where ingredient transparency becomes a kind of quiet rebellion.

At Odor Exorcism, we believe that when you trust a product enough to exchange your hard-earned dollars for it and welcome it into your home, that trust should be rewarded. We consider ourselves to be in the good company of other brands who are eager to reward that trust with full and complete ingredient transparency.

Below are six such brands. They don’t orbit our category, but they orbit our philosophy: say what’s inside, mean what you say, and trust people with the truth.

1. Dr. Bronner’s

Radical transparency, no incense smoke

Dr. Bronner’s does not whisper. It sermonizes. Loudly. All over the bottle.

The brand’s castile soap labels are famously dense, reading like a philosophical pamphlet printed during a soap-induced fever dream. But inside the technicolor monologue you’ll find a rare form of candor: real ingredients, explained plainly. Coconut oil, olive oil, hemp oil. Organic. Fair trade. Zero vague “proprietary blends” doing a trench-coat routine.

Their website spills sourcing details, manufacturing choices, and ethical commitments with joyful abandon. It’s transparency that feels handwritten rather than engineered, and it makes the brand startlingly human.

Founded in 1948 (the 1858 date on the labels requires a bit more explanation), Dr. Bronner’s defining philosophy has been the same for nearly 80 years: “We are all-one or none!” Now that’s our kind of conviction!

Initially specializing in liquid peppermint soap and health food seasonings, Dr. Bronner’s is now in its third generation of family ownership, and has contributed so much more than soap to the world, including the invention of a foam concentrate which is still used in forest and structure fires today, donation of hundreds of acres of wilderness to the San Diego Boys & Girls Club, and breakthroughs in hemp advocacy in the United States.

For these steadfast convictions, we do ordain Dr. Bronner’s honorary exorcist status.

2. RXBAR

The ingredient list as the brand identity

RXBAR broke the protein bar universe by placing the ingredient list front and center, as if ingredients deserved star billing.

• “3 Egg Whites
• 6 Almonds
• 4 Cashews
• 2 Dates
• No B.S.”

The text isn’t decoration. It’s doctrine. RXBAR treats ingredients as content, not compliance, and lays out a minimal cast without theatrical “natural-sounding” extras. Its transparency works because it’s structural, woven into the brand’s DNA rather than tucked politely on the back panel.

Don’t take it from us…take it directly from the RXBAR origin story:

It’s 2013, and we called B.S. on protein bars.
CrossFit’s taking off. And protein bars are loaded with ingredients no one can even pronounce. We couldn’t believe there wasn’t a more nutritious and simpler protein bar out there. Maybe we were a little naïve, but we decided to stop talking and try to make it ourselves.

Much like Odor Exorcism, RXBAR started in the founders’ homes (them in a kitchen, us in the garage, but who’s keeping track, anyway), and set out to do a well-established consumer product category, only better.

Fast forward to 2025, and RXBAR sales have skyrocketed to hundreds of millions in revenue.

If that isn’t market validation for bold ingredient transparency, we don’t now what is.

3. Beautycounter

Making the invisible visible in personal care

Cosmetics often operate behind a curtain of trade secrets and chemical nicknames that only a polymer scientist could love. Beautycounter barges into that murk and flips on the lights.

Their “Never List” spells out ingredients they refuse to use, complete with reasoning. They pair education with advocacy, pushing for stronger industry regulation instead of just boasting about their own formulas. By teaching customers how to read labels, they treat transparency as empowerment rather than a marketing flourish.

In 2013, CEO Gregg Renfrew decided to take on a multi-billion dollar industry after learning just how many toxic chemicals are used in beauty products. (Sound familiar?) Since then, she has sought to create the cleanest, most transparent line of cosmetics products in the universe, and has been massively successful in doing so.

Bless you, Gregg.

4. Patagonia

When material transparency becomes moral accountability

Ever since seeing 180º South, our hearts and minds have been captured by Patagonia.

Although not dealing in lotions or snacks, its devotion to transparent sourcing is a north star for nearly every industry. (The odor elimination industry included.)

Their “Footprint Chronicles” map out material choices, supply-chain decisions, environmental costs, and even the parts that aren’t flattering. Patagonia often admits when it’s still searching for better answers, which makes their honesty feel sturdier than perfection ever could. Huge kudos to them.

Transparency here is a narrative, not a checkbox. When you buy a jacket, you inherit the story of how it came to be.

Beyond just ethical sourcing, Patagonia boasts a world-class organizational culture, a resolute vision for the company’s long-term stewardship of Planet Earth (a vision we at Odor Exorcism share), and in 2022, the company’s founder Yvon Chouinard even transferred ownership of Patagonia to a non-profit trust to take himself off Forbes billionaire list.

Now that is what we call business following personal conviction. Odor Exorcism is here for it!

5. Thrive Market

Curated transparency at scale

Thrive Market acts like a librarian in the chaotic library of packaged goods. They don’t just stock shelves. They classify them by values: non-GMO, gluten-free, organic, sustainably sourced, fair trade, and more.

Every product card offers clear ingredient lists, relevant certifications, and explanations that illuminate rather than confuse. By building an interface that foregrounds transparency, Thrive gives customers both information and agency, even across thousands of SKUs.

The beauty of Thrive? It’s not just about vetting products for healthy ingredients, but also restricting certain ingredients from ever being featured in the market. These 1,000+ restricted ingredients include artificial flavors, antibiotics, synthetic nitrates and nitrites, and parabens.

Sounds like Odor Exorcism and fragrance. You go, Thrive.

6. Everlane

Radical clarity beyond ingredients

Everlane reminds us that transparency isn’t limited to what touches skin or tongue. It can stretch into economics.

Their “Radical Transparency” approach breaks down the true cost of each product: materials, labor, duties, transport, markup. Fabric composition is just the beginning. The real revelation is the invitation to see the geometry of pricing and production.

In a fashion landscape known for opacity, Everlane’s honesty feels almost subversive.

Everlane doesn’t stop at radical transparency, though. The company has made inroads in ethical manufacturing which is setting a new standard in the clothing and textiles manufacturing industry in addition to committing to standards for quality and design that put other fashion brands to shame.

We can only hope that one day Everlane will come out with a line of clergy liturgical vestments…an exorcist can dream.

Why ingredient transparency matters (and always will)

Ingredient transparency is not just a preference. It’s a cultural recalibration. For too long, opacity was rewarded: mysterious blends, enchanting vagueness, words that sound natural but mean nothing. Customers were expected to trust without understanding, consume without context.

The brands above—along with Odor Exorcism—disrupt that pattern. Each one, in its own style, bets on informed customers rather than distracted ones. We treat clarity as a gesture of respect for the health and intelligence of consumers. We assume curiosity on the part of the purchaser is a strength, not a nuisance.

At Odor Exorcism, we resonate with that approach. Our products are built on the simple belief that if something is going into your living air, you should know exactly what it is and why it’s there. No incantations, no veiled alchemy, no indecipherable chemistry.

Transparency is not a garnish. It’s the recipe. And the more brands champion it, the more consumers will come to expect nothing less.

That rising tide lifts every honest maker’s boat, ours included.