Makers Series: Benjamin Soap Co.
Location: Hutto, TX | Specialty: Sustainable Skin Care
© Benjamin Soap Co.
When we started Willinglee under the name Little Boxes, Alex and I were initially only looking for local-to-Austin artisans. Jae Benjamin was one of our first connections, and she and her products have been a constant customer favorite since day 1.
We were drawn to Benjamin Soap Company’s homegrown approach to business—starting by making soaps out of their laundry room and finally moving to a studio just outside of Austin. But it wasn’t just their commitment to well-made products. The Benjamins are passionate about ethically-sourced ingredients and supporting other local companies who practice sustainability. They’re a feel-good family with an exquisite bath and wellness line.
I was lucky enough to interview Jae (she even set time aside during her busy season!) about her thoughts on owning a very successful small business.
Abby (Willinglee)
We read that you've had this business since 2014. What got you interested in becoming a skincare & wellness brand?
Jae Benjamin (Benjamin Soap Co.)
I started our company over 7 years ago because I saw a gap in the market. I had small children at the time, and I was struggling to find products safe enough to use on them. I started really paying attention to ingredients and labels and realized that even the products that were all-natural, and organic contained harsh chemicals. I started making small batches of cold-process soap and candles in our laundry room and decided to look into selling them at our local farmers market after getting great feedback from my close friends and neighbors.
Abby
Oh my gosh! Totally makes sense that you wanted the best for your littles. Lucky us that you expanded the reach beyond friends and family. You’re now stocked by hundreds of companies—that’s amazing! What did the early days of creating your small business look like?
Jae
We started small, out of our laundry room. I had $500 and my goal was to create a business. It never started as a hobby for me, I had a desire to create something that would be safe enough to use on my kids, but also be able to source every ingredient sustainably. I wanted our quality to remain no matter how big we got and every product to be developed and crafted in-house.
We are currently selling our products across 3,500 boutiques, hotels, spas, and gift shops around the world. I started at the Austin farmers’ market and quickly branched out into wholesale and private label. A couple of our very first accounts that we still work with today are Round Rock Honey, and Texas Hill Country Olive Oil: local, incredible companies that have supported us since the beginning. I had to quickly learn the business of wholesale and what that meant as we were quickly growing.
To think that we started just 7 years ago at the local farmers’ market absolutely blows my mind. I remember being thrilled when we partnered with our very first wholesale account and the fact that we are sold in thousands of stores and every single product is still made by hand is something I am so proud of. Our studio is just outside of Austin and powered by 100% green energy. We make thousands of products per week and while our team is small, we work and tackle every aspect of the business together.
“I wanted our quality to remain no matter how big we got and every product to be developed and crafted in-house… we’re now selling our products across 3,500 boutiques, hotels, spas, and gift shops around the world.”
© Benjamin Soap Co.
Abby
That is beyond impressive! We’re only in our 2nd year and I know having our gifts shipped all across the world would make me beam with pride. I’m so glad you recognize how amazing you and your team are!! What did the research and development phase look like for the products?
Jae
This was months of trial and error on my part. I still develop every product in our studio and after sharing with friends and neighbors I would take their feedback and either go back to the drawing board or put it into production. Creating a vast scent profile to reach a larger audience has been my biggest challenge. If it were up to me we would probably have dozens of scents for every product.
Abby
I bet it’s so much fun to make scent combinations! Which products did you start with? What are some of your newer products?
Jae
We started as a soap and candle company. For years my passion was soap, and then it branched out to skincare when I realized the market was really lacking. So many brands that I was guilty of using were using awful ingredients and chemicals in their products. I wanted to keep it simple and source the best, sustainably harvested and grown ingredients. Simple, clean skincare. Candles really took off and we expanded that line and branched out to more home goods.
© Benjamin Soap Co.
Abby
We have our eyes on so many of your items! I’m sure each product has its own joys and frustrations during the creation process, but do you have any favorites that you make?
Jae
Hands down candles are my favorite product to make. They make the studio smell incredible and the process is mesmerizing and yet so relaxing. Whether I am filling an order for 24 or 2,400 I never tire of pouring candles and blending new scents.
Abby
How do you come up with the scents?
Jae
A lot of research and honestly just being inspired by nature and my surroundings. I have always loved blending scents, using essential oils and herbs to evoke a feeling of nostalgia, or a place I visited, like the smell of citrus when I would drive back home to the valley. Some scents that I love just didn’t do well in our market, other scents make a great candle but just don’t translate to soap, or perfume oil. It really is an art to blend the scents together and come up with something that truly smells good.
Abby
Woah, I never would have thought that the same scents can’t always work across different products, but I guess that makes sense!
You have an expansive mercantile in addition to your own collection of bath & home goods. What drew you to carrying other makers' goods?
Jae
I have always loved collaborating with other makers, artists, and small businesses. I mentor new small businesses and commission local makers, from ceramicists to glass blowers, and even beekeepers. Our studio has a small front room which we turned into a mercantile because as my customer base grew and people came out to shop, or take a class or see our studio I realized they were also wanting to buy products, put gift sets together so we tested it with our website first and then started doing in-person sales events, sip-n-shops, etc and it’s been so successful.
© Benjamin Soap Co.
“We started as a soap and candle company, and then branched out to skincare when I realized the market was lacking. I wanted to keep it simple and source the best, sustainably harvested and grown ingredients. Simple, clean skincare.”
Abby
Ditto on loving collaboration! I love that you mentor other small businesses—they’re so lucky to have your expertise and guidance. Any advice for our readers—people who might be interested in starting their own business?
Jae
Do it! If you are really passionate about something just go for it. It's going to be scary as hell. But you won’t regret it! My biggest regret (and I tell fellow makers this all the time) is that I didn’t do this sooner. I worked in the corporate world, I nannied, I even taught special education. I love running this business more than anything! It’s hard work. It pushes my limits, and it hurts like hell sometimes. But I LOVE IT! I have never worked this hard, ever. NOT EVER! But being able to do this and bring my husband on board with me full time, and being the example for our children that you can do what you love, be successful and make something of your life—it’s all so worth it!
Abby
This makes me smile so big. Potential business makers everywhere need your energy in their lives!!! Without giving any secrets away, what's next for Benjamin Soap Co.?
Jae
Tackling all of the challenges that come with growth, and working to get better everyday at what we do!
Abby
Thank you so much for taking the time to give us a peek into your world. We’re going to be bringing on more Benjamin Soap products and know our customers will go bananas over them.
“If you are really passionate about something just go for it. It's going to be scary as hell. But you won’t regret it! My biggest regret (and I tell fellow makers this all the time) is that I didn’t do this sooner. It’s all so worth it.”
© Benjamin Soap Co.
Find more Makers Series on our blog, or shop Benjamin Soap Company below.
