FREE THINKING

FREE THINKING

Join us on our Journey to FREE Thinking.

DISCOVER THE WAYS THAT WE ARE FREEING OURSELVES FROM THE OLD WAYS OF DOING BUSINESS AND OUR PROGRESS TOWARDS ALWAYS PROMOTING GOOD FOR ALL.

Protecting and comforting was the way our little company “that didn’t know it wanted to be a company” started. Our first product, All Good Goop, was made in small batches and distributed out of love for others – not love of money. From the very start, our currency has always been care and kindness.

Our company grew to be not only a salve for cuts and scrapes, but the balm that’s reimagining conscious business. We asked ourselves, “how can we make EveryBody better?” And from there embarked on our journey to FREE THINKING.

Freeing ourselves from the crutches of short-cuts and cheap ingredients that do harm, free to balance a love of planet with momentary convenience, free from mindlessly churning out products for profit. Every day, we take small and large steps that are guided by this free thinking philosophy towards reducing harm and elevating the greater good.


4300

Tons of carbon offset by All Good products in 2022 alone


Our Free Thinking Journey

1998-2005

Free-spirited rock climber Caroline Duell invents an all-purpose healing balm, and the very first homemade batches go to family and friends. Due to high demand, she starts selling at farmers markets and out of her car.

Caroline and then boyfriend, Ryan, land in Morro Bay, California and turn a former scrap heap into a permaculture oasis. The botanicals they grow go directly into more batches of the all-purpose healing balm.

To keep up with demand, production for the all-purpose healing balm moves out of Caroline’s kitchen into Morro Bay Community Kitchen.

2006

Caroline and now husband, Ryan, officially incorporates All Good, and immediately becomes a business member of 1% For The Planet, donating 1% of annual sales to help fund environmental non-profits and programs.

All Good becomes Leaping Bunny Certified Cruelty Free.

All Good begins growing our own organic calendula on our farm and continues to increase production for its all purpose healing balm, which is now called All Good Goop.

2007

Jordan Romero (youngest person to climb the highest peaks on all 7 continents) becomes first All Good Ambassador in a long list of adventure and environmental partners that live the All Good ethos.

2009

All Good becomes a certified B-Corporation, committing to using profits and growth as a means to a greater end: positive impact for their employees, communities and the environment.

All Good is sold in 500 stores nationwide.

2013

All Good becomes Organic Certified.

2015

All Good expands from our 800 sq ft. kitchen into a dedicated 8,000 sq ft. manufacturing and operations facility.

All Good’s distribution expands into international retail chains – starting with Korea.

2016

Inspired by the Coral Reef Symposium, All Good commits to public outreach and education about chemical sunscreens and their impact on the environment.

All Good focuses its efforts on Reef Friendly activism after Hawaii passes legislation to protect the reefs.

All Good’s Morro Kitchen installs solar panels to reduce our carbon footprint.

2017

All Good launches our Reef Friendly campaign.

All Good expands into Canada, Hong Kong and Philippines retailers.

2018

All Good takes a leadership role in efforts to pass Safe-Sunscreen legislation in Hawaii.

All Good is named a “Best for the World” B-Corp Winner.

All Good nearly doubles their donations to 20+ environmental organizations.

CEO Caroline Duell is named one of the “Top 35 Women of World Corporate Consciousness.”

2019

All Good is named “Best for the World Winner” B-Corp Winner (again!)

All Good participates in J.E.D.I. workshops that establish the framework for the J.E.D.I. Collaborative.

All Good expands into Tahiti retailers.

2020

All Good officially becomes Climate Neutral Certified, shrinking its carbon footprint to ZERO.

All Good becomes Green Business Certified.

All Good becomes an “Early Adopter” of J.E.D.I. Collaborative pledging to work for Justice, Equity, Diversity and Inclusion in the natural products industry. Using the power of our industry to dismantle systemic social and professional barriers for BIPOC and Indigenous businesses and communities.

All Good expands to Japan and South Africa retailers.


PRODUCT

FREE-FROM toxicity

Did you know the EU bans 1,328 chemicals in body care that are known or suspected of causing a whole host of conditions from cancer to birth defects, while the…
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Start with the Best. INGREDIENTS are everything

Not everything that’s “natural” is good for our skin or the planet. That’s why we take great care and consideration when choosing ingredients and sources for our product formulations…
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INTEGRITY

WILD & FREE FARMING

Most of us are familiar with the concept of the Garden of Eden (or some other parallel unspoiled primordial paradise). It’s funny how this “pristine verdant landscape” is the ideal,…
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B-CORP, a club worth joining, so we did

What if you worked in a place where your employer met the highest standards of social and environmental performance, public transparency and legal accountability to balance profit and purpose…
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CARBON FREE – shrinking our tiny footprint to ZERO

Oh, the common conundrum for every consumer (including us): how to balance our desires that demand convenience, with our high-minded ideas around shrinking our carbon footprint? This was one of
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A Plastic-Free Future

What would the world look like without the excess use of plastic? How can we do our part to make the environment a better place? Envision, a plastic-free future.
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CRUELTY FREE…like duh

When All Good is in your name, you probably won’t do any bad stuff to animals, right? But if you want our official opinion: “we emphatically believe animal testing is a barbaric practice…
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IMPACT

REEF FRIENDLY helps save the world, literally

You might think that the majority of all oxygen is generated by forests and you’d be right. But in reality, the world’s largest forests are actually underwater. Coral bleaching (reef
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J.E.D.I. COLLABORATIVE

Not unlike the fictional Star Wars characters, The J.E.D.I Collaborative are the “good guys” of the natural products industry. The letters in their name stand for Justice, Equity, Diversity, and
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1% FOR THE PLANET, is more than it seems

Maybe you’ve seen 1% For The Planet all over the place, especially Patagonia, but maybe you were still not sure of what it means or where it originated. 1% FTP
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