What I Would Do If I Started a Soap and Skincare Business From Scratch in 2025

What I Would Do If I Started a Soap and Skincare Business From Scratch Now

If you’re thinking of starting a soap or skincare business or even if you’ve already begun and feel a bit lost this blog may well help you. I do sometimes think about this question as things are very different now to how they were when I started but if I am honest, I wouldn't change much - this is almost a replicate of how I started The Dog and I - it is my business model that has evolved over the years in response to the economy rather than the steps I took but here are some of the things I would make a priority.

1. Get Crystal Clear on Your Niche and Ideal Customer

 I don't feel natural and handmade are enough anymore — everyone is doing that. 10 years ago you may have got away with it - now, the picture looks very different.

I’d get very specific about who my ideal customer is and exactly what I’m creating for them. Why would they choose my products? What problem am I helping them solve? What are they really looking for? If I was Google what I make and who for - would I be on page 1 or page 893?

This clarity shapes everything: product development, marketing, branding, the lot. Without it, you’ll struggle to stand out.

2. Understand What I Want From The Business

Am I hoping to earn a little pocket money? Or planning to replace my full time income?

This decision is absolutely key, because it will influence everything else, how much time I invest, how I price your products, which sales channels I choose, and even my brand positioning. Be honest with yourself about what you want.

3. Start With a Simple Product Range

It’s so tempting to make all the things when you first start , but you don’t need to.

I’d begin with a small, simple product range so I could test the water and find out what customers actually want. Keep my costs low, focus on quality over quantity, and aim to make those few products the very best they can be. I can always expand later once I know what works.

4. Nail My Branding and Messaging

The marketplace is busy and your branding needs to cut through the noise.

I’d make sure it was absolutely clear who I am, what I do, and who I do it for. Your brand should speak directly to your ideal customer and align with their values, tastes, and expectations. Strong messaging makes a huge difference in helping your products sell themselves.

5. Choose The Right Sales Channels

Where do you want to sell? And what works best for you and your lifestyle?

In person? Online? Wholesale? White label?

I’d think carefully about this and choose the platforms that serve me best, but more importantly, I’d think about where my ideal customer is spending their time and shopping. That’s where I need to be.

6. Be Brave With Your Pricing

Get your pricing right from day one, this is so important.

You need to be making a proper profit so you can invest back into the business and grow it. If you’re not pricing correctly, you’ll end up working hard for very little reward , and that’s not sustainable. Be bold. Value your time and skills. You don't need to be a whizz on a spreadsheet to do this, I am not - although I wish I was! 

7. Invest In Learning Every Week

Running a small business means there is always something new to learn.

I'd commit to learning one new thing every single week , whether it’s product photography tips, marketing, tech, or anything else that will move the business forward. Put time aside for this. It makes such a difference, and it’s why I do what I do to help you with this very thing. I also still do this myself now, sometimes it means taking a course, it might be an event. I also like to listen to podcasts and read books,

8. Find a Like Minded Community

This can be a lonely business, especially if you’re doing it on your own.

Finding a community of other soap and skincare makers, especially those who’ve been where you are, is invaluable. You’ll learn so much, save yourself time and mistakes, and stay motivated. Surround yourself with people who get it.

9. Make Decisions Like The Business You Want To Have

This one is really important.

If you can make every decision as though you’re already running the successful business you want to have five years from now, it will completely change the way you operate. Think long term, not short term. The mindset shift is powerful and will help you build the business you truly want.

Final Thoughts

Starting a soap and skincare business is exciting, but I also it’s easy to get caught up in the wrong things or feel overwhelmed. Focusing on the foundations and also your longer term plan is so helpful and will help you stay on track.

You might wonder why I have not mentioned compliance - the legal side of selling your products? Quite honestly, that is the easy bit. It is very black and white and you have to do it - end of. Being compliant won't ensure your business is a success or help it grow - it is just a thing you have to do to get off the ground. Vital but won't impact on the success of the business in any other way.

Remember,  you don’t have to do it alone. If you’d like more support and practical advice, take a look at my Soap & Skincare Business Bootcamp or join The Soap Suite membership ,  it’s where I help makers build great businesses not just expensive hobbies!