If someo
ne had told me back in early 2009 that I would be opening a skin care company, I would have said, “You’re crazy!”
ne had told me back in early 2009 that I would be opening a skin care company, I would have said, “You’re crazy!” I was a nurse with a successful career in home health care sales. But, something was gnawing inside me. I was ready for a new challenge.
I can recall sitting on the couch at my home talking to a friend. He got up to use the restroom and came back and said, “Why do you have so many lotions and potions? It’s like a CVS drug store in there.”
I laughed and said, “Well, I use this one for dry patches on my hand. I used to use this one for itchy spots on my scalp, but it stopped working. I got this one from my dermatologist, but it never worked. When I was working in the wound care clinic, this product worked on everybody. And, about a year ago, I decided to go back to basics and started using products with names I could pronounce. Now those – they’re actually working!”
After several hours, our conversation that day morphed into the somewhat crazy idea to start my own company, driven by my own personal experiences with psoriasis and eczema and my time spent helping patients.
In the fall of 2009, I took a huge leap of faith. I signed a lease for a small storefront in Naples, Florida, and opened Naples Soap Company in November. I had no idea where it would lead. I just knew I wanted to help people feel good in their own skin.
What began as a small idea — born out of my own struggles with sensitive skin — has grown into something much bigger than I could have imagined.
There were years when it felt impossible. Hurricanes, pandemics, supply chain chaos — you name it, I’ve faced it. But every challenge has shaped me and our Company into who we are today: resilient, grateful and continuing to grow. I’ve learned that success isn’t about perfection — it’s about perseverance, heart, and staying true to your mission no matter what.
I’ve watched our company grow from a single store to 13 locations in Florida and an online community that stretches across the country. I’ve seen customers become lifelong friends, employees become like family, and our little bars of soap become symbols of self-care, comfort, and confidence.
To our loyal customers — thank you for believing in me and us, for choosing clean, high-quality products, and for sharing our story with others. To my incredible Soap Squad — thank you for your dedication, passion, and grit. None of this happens without you.
Sixteen years later, I still get goosebumps when I walk into one of our stores and see someone discovering Naples Soap Company for the first time. It’s a reminder of why I started — and why I’ll never stop.
Cheers to the next chapter — to more growth, more fun, and more helping people.
Deanna Wallin
Founder & CEO
Naples Soap Company
