It describes a fascinating, if partly tragic, life and I'm surprised not to have seen a movie about it. Anyhow, at the bottom of the Wiki page is a link to a piece in Inc. magazine from April 2012 [2], The Undiluted Genius of Dr. Bronner's.
This gives a brief biog of the man and also interviews family members running the company now (or, at least, in 2012). Weird doesn't do the company's early or recent history justice; a cracking article - and the next time I go to the US (if I get to, Covid etc) I am definitely going to pick up some product.
[1] https://en.wikipedia.org/wiki/Emanuel_Bronner
[2] https://www.inc.com/magazine/201204/tom-foster/the-undiluted...
Most people I know see it only as a body wash, and get freaked out when I use it for other things like mopping the floors.
Edit: Link to the full text for those who feel the need to down vote my shopping preferences. http://dev.null.org/psychoceramics/collection/bronner.html
Aside from that, it's the only brand I've seen which reliably does not put literally poisonous substances in their main product.
It is definitely not just "all love".
It's also easier than you think to change these habits.