Friendly brand face: The Body Shop
Looming corporate masters: L'Oreal
Anita Roddick prided herself and her cosmetics chain on the use of all-natural ingredients, a commitment to social activism and fair trade and adamant opposition to animal testing. That stance became somewhat shakier in 2006, when Roddick sold the Body Shop to L'Oreal for more than $1 billion. Roddick's personal share was estimated at $211 million, but she died in 2007 before L'Oreal began paying for animal testing in China this year.