If you reversed the headline it would honestly make more sense. There's zero chance mind altering substances were not involved when Dr. Bronner's wrote the copy on their products. Just reading the bottles is a trip.
There are other routes to the place that copy comes from. Mysticism can take you there more slowly. Madness takes you there without any working context to what’s happening, or any tools to deal with it.
I think it's well know that Emmanuel Bronner suffered from some mental illnesses - the man lost his family to the holocaust and was sent to a mental asylum upon arriving in America. Life was not necessarily kind to him but he seemed to do alright with the cards he was dealt.
I know when I first learned about the soap, I had a similar sentiment as you. As I have learned more about the history of Dr. Bronners, I have come to see that it is hard for me to imagine some of the trials that the generations before us have faced.