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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.

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.

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.

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.

All Good becomes Organic Certified.

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.

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.

All Good launches our Reef Friendly campaign.

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

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.”

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.

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.