EO Products
Founded in 1995. EO Products makes plant-based personal care that cares for people and the planet. It runs a zero-waste facility, holds B Corp certification, and is vegan and cruelty-free. Its EO and Everyone lines use natural, organic, sustainably farmed ingredients and pure key oils.
The Story
Founded in 1995 in a San Francisco garage, EO Products began when Susan Griffin-Black and Brad Black mixed essential oils in a stockpot of shower gel. What started as a personal experiment in clean self-care grew into two distinct brands: EO, rooted in pure plant extracts, and Everyone, designed for everyday simplicity.
The company stayed independent through decades of consolidation in the personal care industry, choosing to keep manufacturing in-house and prioritize ingredient transparency over growth-at-all-costs expansion. A zero-waste facility, B Corp certification, and a vegan, cruelty-free product line reflect the founders' original commitment to people and the planet.
Today EO Products ships nationwide and remains family-owned, still overseeing every step from formulation to fulfillment. The brand continues to champion naturally derived ingredients and essential-oil-first formulations as its competitive edge.
Key Facts & Metrics
Company Timeline
1995 — Founded in San Francisco
Susan Griffin-Black and Brad Black launched EO Products from a garage with a stockpot of shower gel.
2000 — Expanded product lines
Introduced essential oil-based personal care beyond the original soap formula.
2010 — Launched Everyone brand
Expanded into a second brand, Everyone for Every Body, broadening the customer base.
2020 — B Corp certification
Achieved B Corp certification, committing to social and environmental performance standards.
2025 — 30-year milestone
Celebrated three decades of business with a How I Built This feature.
