First it was my socially responsible ice cream. Then it was my Earth-conscious juice. Then my hip, throwback sneakers. Then my daughter’s organic yogurt. Then my wife’s animal-friendly cosmetics. Now it’s the one toothpaste I actually believed in, if it makes any sense to believe in a toothpaste.

Ben & Jerry’s was bought by Unilever. Odwalla by Coca-Cola. Converse by Nike. Stonyfield Farm by Danone. Aveda by Estee Lauder. The Body Shop by L’Oréal. Now Tom’s of Maine has been sold to – or, if...


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