Be a Soaper-Star: Lessons from the founders of Soapy Soap
I had the privilege of chatting with the founders of Soapy Soap last week, and their story is just as original as their products. It begins with three IU undergraduates in 2012 who started making natural soaps in their home for fun and recognized a need in their community. Soapy Soap designs custom soaps that are 100% vegan, 100% halal, and 100% made from scratch with love. Mohammad A. Mahdi graduated with a BA in political science and is now the Owner of Sales. Mohammad M. Mahdi graduated from IU with a BA in psychology and is the Owner of Operations. Anthony Duncan graduated from IU with a BA in linguistics and german and is now the Owner of Marketing. Initially roommates, these three soaper-stars turned a fun project into passion-filled careers.
How did you come up with the idea for Soapy Soap?
We lived together at IU as undergrads and liked trying things out. One day we needed soap, did some online research, and began creating our own. We began selling locally at farmer’s markets and some stores, and eventually expanded to Indiana and surrounding areas. We are self-taught, liberal arts students, and we love what we do.
Where is Soapy Soap now?
In 2017, we decided to go national. Usually, soaps take a month or so to cure, but with our new method — the volcano method — our soaps can be used immediately. Customers can purchase personalized bar soaps at designmysoap.com based on skin type, scent blend, exfoliates, and add-ins. After customizing their soap, customers design their own label, and we make it with love. We’ve had a good response. We’ve been featured in some podcasts, and Oprah’s O magazine.
Is there any class in particular that has helped you? Did you use any IU resources?
While at IU, there isn’t anything I can remember, but throughout the business we have been working with IU with internships with the school, the Kelley School of Business, and the IU Chemistry department. We are able to test our essential oils in the Chemistry department to make sure there are no contaminants. Our suppliers do the testing as well, but having that extra security, and being able to do it locally, is really nice.
What past experiences have helped the most?
We recently went to a startup accelerator in Cincinnati — the Brander — that invested in our business, and went over branding, marketing, and best practices over a 16 week course with us. They also gave us some mentors with tons of business experience. In Bloomington, receiving direct feedback from the community at farmer’s markets helped us develop products they wanted like lip balm.
Who inspired you along the way?
We inspire each other. The morals and ethics instilled by our parents also show within the business. We try to be very honest, transparent, and we treat our products like food.
What advice would you give to student, or future, entrepreneurs?
Pick something that you are passionate about and have a deep interest in, while also keeping an open mind. Something that has helped us a lot is that we don’t have a business background or see things in a particular way. If we had just went along with what everyone else does, we wouldn’t be where we are today. Also, make sure that you are passionate about whatever business venture you get into. It will require many hours of dedication and commitment, so if you are just wanting to do something for the sake of doing it, it’s not enough. You have to be driven and be passionate about what you are doing if you want it to grow.
“Make sure when starting a business to develop a really good team.”
One piece of advice that we have been given is to develop a good team. Investors don’t really like to see a one-person company. They want to see multiple people on your team that will be there to help you throughout your business endeavors.
Read more about Soapy Soap and check out their products here.
