Deanna Wallin, a licensed esthetician and former nurse, founded Naples Soap Company out of her passion for helping individuals with chronic skin issues like eczema and psoriasis. A Southwest Florida native, she transitioned from healthcare to skincare after the 2007-08 recession, opening her first store in 2009, which now operates 13 locations and sells nationwide online. In 2021, she took the company public, and as CEO, she oversees strategy, product development, and growth, earning numerous awards including the Florida SBDC Distinguished Entrepreneur Award in 2024.
You founded Naples Soap Company during the 2008 financial crisis—a time when many businesses were folding. What mindset and strategies allowed you not only to survive but grow during such uncertain times?
During the 2008 recession, I was looking to make a career change and was inspired to turn my personal struggle with chronic skin conditions into a business that could help others. Having struggled with eczema and psoriasis for years, I found that conventional skincare products often worsened my condition. When my daughter was born, she was also afflicted with the painful itch of eczema. We tried everything in search of relief. Prescription medications, over-the-counter creams, old wives’ tale treatments – you name it. As a nurse, I recognized the importance of gentle, effective solutions but was frustrated by the lack of options available. Driven by my passion for wellness and my own personal experiences, I dedicated myself to developing products with natural ingredients to create products that soothe and restore sensitive skin.
I started researching the chemical names that I was reading on the labels of my shampoo, soaps and make-up. I was shocked by the chemicals that were in use in virtually all of the products found in my bathroom. I decided to “detox” what I was using on my skin, so I turned to products made with natural ingredients like olive oil, coconut oil, shea butter, sea salt and more. Soon after, I started to see real results in my skin and my daughter’s skin. I knew I was on to something.
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