Dr. Bronner's Magic Soap Box

Reviewer: James van Maanen
Rating (out of 5): ****

Goodness exists! You'll find it in a documentary recently released to DVD entitled Dr. Bronner's Magic Soapbox, directed by first-timer Sara Lamm, which not only made me a fan of the film but of the product itself -- a line of castile soaps -- that originally put the titular Dr. Bronner on the map. I would not be surprised to find other viewers, if they finish the film and watch some of the equally fascinating DVD extras, becoming fans of the docs (the documentary and the doctor), and of the soap.

One of the many ironies present in the film, and in the family business it covers, is that Dr. Bronner's Magic Soaps is a capitalist company that is doing everything it can to remain "progressive," while at the same time trying to honor its founder and his beliefs. A wildly religious man, Emanuel H. Bronner and his all-one-god faith makes a strange bedfellow with his pure castille soap, not to mention the crazy times in which we currently live. But what the hell: this duo seems to have more longevity and appeal than any other soap I can think of -- with or without the religious "instruction" that appears on every label, and which an agnostic like me readily bypasses.

The film tells the history of the maybe-not-so-good doctor, one very weird duck, and his early "organic" cleaning product. We also meet his children and grandchildren, who are continuing their progenitor's legacy (the doc himself has gone to his reward). This group is a fascinating bunch, as was Dr. Bronner, with his German accent and tendency toward screaming while speaking. (He brings to mind Adolph Hitler: another irony, given his Jewish heritage, but perhaps it goes with the territory). His sons, daughter and grandchildren are interesting, too, as is their commitment to keeping his soap (and religion) alive. The opportunity to witness one son's encounter with a musician/skateboarder in an economy-level, New York City hotel and how this initial meeting evolves into a relationship that is surprisingly moving, the movie is quite rewarding. Later we see this same son (one who, sadly, never found favor with his father) trying his hand at performance-art theater.

For me, the documentary proved once again that practically any subject can become an interesting one -- provided the filmmaker knows how to explore it properly. Lamm is all-over-the-place in her approach, yet there's hardly a moment in her movie that does not capture our attention and add to our understanding. Watch the DVD extras for updates on the family and firm -- particularly what they are doing in the Israel/Palestine area.