Sensible Organics

About Sensible Organics

Sensible Organics, established in 1996 by Thom and Lynn Betz as Sensibility Soaps, carved out a niche as a contract manufacturer in the burgeoning organic personal care market. The company's trajectory shifted significantly in 2011 when it was acquired by Rob Robillard, a seasoned executive with experience from high-profile brands like L'Oreal and Ben & Jerry's. Robillard, who had previously been the CEO of Living Proof, brought a strong consumer products background to the firm. Under his leadership, the company, headquartered in Beaver Falls, Pennsylvania, not only continued its core business but also expanded its strategy.

The firm operated on a dual model, providing contract manufacturing services while also developing its own in-house brands. This B2B service catered to mid-stage and large-cap beauty companies and retailers, offering a full suite of services including custom product development, private labeling, packaging, and shipping from its USDA-certified organic facility. A pivotal moment came in 2003, when it became the first personal care manufacturer to receive USDA organic certification, a key differentiator it leveraged in its marketing. The company also achieved B Corporation Certification in 2016, underscoring its commitment to social and environmental standards.

A major part of its growth strategy involved launching its own product lines. In 2012, Sensible Organics introduced 'Nourish Organic,' the first beauty brand with a full collection of USDA-certified organic products, which were distributed through retailers like Whole Foods and Target. This was followed in 2015 by the 'Promise Organic' line, launched as an exclusive partnership with CVS to reach mainstream consumers at more accessible price points. By 2016, these company-owned brands constituted 60% of the firm's revenue. However, according to Better Business Bureau files, it appears the company is no longer in business.