A Decade of Passion, Soap, and Community: Our Brand Story
Ten years ago, our brand began with a simple idea and a lot of heart—right at our kitchen table. My husband, a dedicated doctor, and I, a journalist turned researcher and wordsmith, shared a passion for natural, honest skincare. We were determined to create something pure, something that reflected our values and our love for our city, Melbourne. And so, with our first batches of soap, our journey began.
From Kitchen Experiments to Finding Our Niche
Our early days were a flurry of experimentation, long hours, and the intoxicating scent of essential oils filling our home. We tested formulas, sourced the finest Australian ingredients, and slowly but surely, our kitchen turned into a mini soap factory.
When we opened our first pop-up shop in Prahran, we quickly realised that this journey would be about more than just opening a store. The response was steady but not overwhelming, and we learnt that our customers were part of a unique niche. They weren’t just buying soap; they were seeking products that aligned with their values—simple, natural, and sustainably made. And once they tried our soaps, the results spoke for themselves. Our products began doing amazing things for their skin—soothing sensitivities, calming irritations, and leaving skin feeling truly nourished and cared for.
Our community found us, and when they did, they fell in love with what we stood for.
We opened a permanent shop at the South Melbourne Market, where we remained for six years. This vibrant market became a hub for our brand—a place where we connected deeply with our customers, shared our story, and grew our community one conversation at a time.
Expanding Our Footprint: Melbourne City, Dandenong, and Beyond
As our loyal customer base grew, so did our ambitions. We opened another shop in the heart of Melbourne’s city centre, and our products found their way into Myer and hundreds of stockists across Australia. This expansion allowed us to reach more of the people who truly valued what we were creating.
To meet the increasing demand, we built a dedicated manufacturing facility in Dandenong. Today, we produce more soap than ever before, but we still make it the same way we did in our kitchen—by hand, with care, and using only the best natural ingredients. Our process remains deeply rooted in the principles that have defined us from the beginning: simplicity, quality, and a commitment to sustainability.
Pivoting to Online: Navigating Challenges and Embracing Change
The shift to online wasn’t just about growth; it was a response to the changing world around us. When the COVID-19 pandemic hit, Melbourne experienced some of the longest lockdowns in the world. With our market stalls and physical stores closed, we had to adapt quickly. Moving entirely online became not just a strategy, but a lifeline.
This transition allowed us to maintain our connection with our community, even from afar. Our website evolved into more than just a store; it became a space where we could continue sharing our journey, educating our customers, and offering the products they had come to love. And during these times, our products continued to work wonders, providing comfort and care when it was needed most. The overwhelming support from our loyal customers reminded us why we do what we do: to bring a bit of care and comfort into people’s lives, especially during tough times.
Lessons Learnt and the Love for Our City
Throughout this journey, we’ve learnt that building a brand is about much more than just products; it’s about people. We’ve discovered that our community is not just a group of customers, but a family of like-minded individuals who value authenticity, sustainability, and thoughtful craftsmanship. They’ve taught us that staying true to our values, even when the road gets tough, is always the right path.
Our connection to Melbourne runs deep. From the bustling markets to our production facility in Dandenong, every bar of soap we make reflects our love for this city. We’re proud to be part of what makes Melbourne special, and grateful for every person who’s been with us along the way.
Moving Forward
As we look to the future, we remain committed to the same principles that started it all in our kitchen a decade ago. We will continue to craft products that are simple, natural, and effective—soaps that not only cleanse but genuinely improve the skin. And we’ll always be here for our community, sharing the journey every step of the way.
Thank you for being part of our story. Here’s to many more years of soap, sustainability, and the community we love.
