As part of the Morning Lazziness series about empowering women who encourage and do incredible things with their ideas in society, I had the pleasure of interviewing Deanna Wallin.
Deanna Wallin is the Founder and CEO of Naples Soap Company, a pioneering natural skincare brand she launched in 2009 after years of struggling with eczema and psoriasis. A former nurse with a background in psychology, Deanna combined her medical knowledge and personal skincare journey to create effective, clean beauty products free from harmful additives.
What began as a 300-square-foot retail store in Naples, Florida, has since grown into a thriving company offering more than 400 bath, body, and personal care products. Today, Naples Soap Company operates 13 retail locations across Florida, sells direct-to-consumer via its website and Amazon, and supplies over 300 boutiques and spas nationwide through its wholesale division.
In 2021, Deanna led the company public, and Naples Soap Company now trades on the OTCQB Market under the symbol NASO. As CEO, she oversees strategic direction, product development, merchandising, marketing, investor relations, and team development—continuing her mission to help others feel confident in their skin through natural, effective skincare solutions.
What inspired you to become an entrepreneur in the beauty industry, and what led to the creation of your brand or product line?
I began my journey into natural skincare out of personal necessity and a desire to help others. Struggling with eczema and psoriasis for years, I found that conventional skincare products often worsened my condition. 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. My success in creating effective solutions for my own skin issues inspired me to share them with others, leading to the creation of Naples Soap Company in 2009. My mission remains to provide high-quality, natural products that promote healthy, radiant skin for all. I earned my LPN certification and worked as a hospital floor nurse, a wound-care nurse and in-home healthcare for 15 years. I received a degree in Psychology in 2007 – 2 years before I started Naples Soap.
Following the recession of 2007-08, I was looking to make a career change. A friend stopped by my home and hit me with an idea that would soon change my life. After a visit to my bathroom this friend came out and said “why do you have so many creams and lotions?” I took a moment to explain that I had been trying different products in search of relief for my psoriasis and eczema. 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. I was a formally trained nurse, and I am a self-proclaimed research rat. I knew there had to be a better way to find relief for both of us. I explained that I was getting rid of products with chemical names I couldn’t pronounce, and had found relief with products containing simple ingredients I knew. It was after this conversation, that I decided to go into the skin care business.
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.
In 2009, I opened Naples Soap Company. I worked with different manufacturers to produce products that omitted what I called “BadditivesTM.” It was a list of chemical ingredients that I never wanted to include in my formulas. I started with soaps, body butters, sea salt scrubs, bath bombs and shampoo bars. Today my product line-up contains over 600 skus, and I’ve stayed true to avoiding those bad ingredients. I consider myself to be a pioneer in the natural skin care space before it was the trend.
We started with a small 300 square foot retail store in Naples, Florida in a tourist mall, and quickly developed a loyal following of customers – some with eczema and others that just wanted a better skin care alternative. I like to say, we were selling natural and organic skin care long before it was the trend. Within six months, I opened my second store in Punta Gorda and from there, we just continued to grow.
Today, we are publicly traded (OTCQB: NASO), operate 13 retail stores around Florida, sell our products direct-to-consumers through our website (naplessoap.com) and we sell wholesale products to spas and retailers across the United States.
As a woman navigating the beauty business world, what unique challenges have you faced, and how did you overcome them?
One of the biggest challenges was not being taken seriously early on. I didn’t come from a corporate background—I was a nurse and a mom with a personal mission to create clean, effective skincare. Some people underestimated me, but I focused on delivering results and let the success of the brand speak for itself.
There’s also pressure on women to lead in a way that fits others’ expectations—strong but not too strong, ambitious but likable. I chose to lead with authenticity and empathy, and that’s shaped our company culture in the best way.
The beauty industry can be both competitive and demanding—how do you maintain personal well-being while growing your brand?
Maintaining and prioritizing my personal well-being is crucial! I follow a consistent morning and evening skincare routine tailored to my skin type. This usually includes cleansing, moisturizing, and always using sun protection. I avoid over-exfoliating or using harsh ingredients that can damage the skin barrier, leading to sensitivity and dryness.
I stay hydrated and eat a balanced diet. Hydration plumps the skin, while foods rich in antioxidants (like berries and leafy greens) and omega-3s (like salmon) support skin health. I avoid processed foods and sugar which can also prevent dullness.
Use sunscreen daily! Growing up in Florida, I worshipped the sun, spending hours trying to perfect my tan—little did I realize then how much damage I was doing. Now, in my 50s, I understand the importance of protecting my skin. I apply a broad-spectrum SPF of at least 30 daily, even on cloudy days, to prevent premature aging, hyperpigmentation, and skin cancer. Protecting your skin with daily sunscreen is one of the most effective ways to maintain healthy, youthful skin for years to come.
I ensure I get sufficient sleep and have learnt how to manage stress. Sleep is when your skin repairs itself. Stress increases cortisol, which can lead to breakouts and dullness. I aim for 7–8 hours of quality sleep. It does wonders!
Which networking strategies, communities, or collaborations have helped you build meaningful connections in the beauty space?
For me, networking has always been about building genuine relationships—not just transactional ones. I’ve found the most meaningful connections come from showing up authentically, being willing to share your story, and listening to others with intention.
I’ve also found a lot of value in local business communities. Collaborating with other Florida-based brands, retailers, and even tourism partners helped us grow a strong regional presence, which ultimately helped us expand nationally.
One of the best strategies has simply been being approachable and consistent—treating every interaction as a chance to learn or offer value.
How do you approach mentorship—both as a mentee and mentor—and how has it influenced your growth as a beauty entrepreneur?
Early on, I didn’t have a traditional business background, so I sought out people who had knowledge in areas where I was still growing—retail, manufacturing, operations. I listened a lot. I asked questions. And I wasn’t afraid to admit what I didn’t know. That humility helped me grow faster and smarter.
As a mentor now, I try to be as open and honest as possible. I share the highs and the lows because I believe real mentorship is about transparency, not just inspiration. I tell people: you don’t need to have it all figured out—you just need to stay curious, stay committed, and be willing to learn from every step, even the tough ones.
What strategies have worked best for gaining loyal customers and building trust in your beauty brand?
We are blessed to have a very loyal client base. One of our most important strategies for customer retention and growth is our actual products. We provide a consistent product that our customers will fall in love with and want to buy again and again. In turn, these same customers share our products with their friends and family.
Another thing we do well is to stay in touch with our clients. We have a robust email collection program, and we use it often to notify customers about new product releases and special promotions. We actively collect product reviews, and we share these through a variety of platforms, including traditional media (such as print, TV, and radio), and we’ve embraced social media as a way to stay in touch with our customers through Facebook, Instagram, Pinterest, LinkedIn, YouTub,e and TikTok.
Which marketing techniques (such as social media, influencer partnerships, content marketing, or events) have been most effective for your business, and how do you measure their success?
We use a combination of marketing techniques to hit all parts of the funnel. Influencer partnerships provide fresh content and exposure to new audiences, whereas we deepen our relationships with existing customers through organic social media efforts. One of our most successful marketing tools has been CEO videos. From product demonstrations to new launches, this type of content resonates with a variety of audiences. We do routine deep dives into click rates, engagement, and of course, sales.
Can you share a major setback or turning point in your beauty entrepreneurship journey, and how you navigated through it?
With 13 stores across the state of Florida, most of which are on the coast, we have had our fair share of setbacks. We have been hit by more hurricanes than I care to count! Over the years, we have had a few stores completely decimated, such as our Sanibel, Fort Myers, Punta Gorda and Naples stores by hurricanes. We’ve had our warehouse roof cave in (also during a hurricane). We’ve been through store closures associated during COVID lockdowns. We’ve tried to build out new locations only to run into construction, labor and supply issues. And, we’ve even had a pool leak that was located above one of our store locations. We have been dealt our fair share of difficulties, but I prefer to think of the positive. We have a super solid business continuity plan and multiple sales channels to make-up for the unexpected.
What’s one piece of advice you’d offer to women who are just starting their entrepreneurial journey in the beauty industry?
I would recommend adopting an attitude of resilience, empathy, and adaptability.
Resilience: The journey of starting and growing Naples Soap Company wasn’t always smooth. In the early days, I faced financial hurdles and the challenge of convincing people to embrace natural skincare. There were moments of doubt, but I reminded myself of why I started — to help people struggling with skin conditions like I did. I vividly recall a time when a shipment delay almost derailed a launch, but instead of panicking, I focused on finding a solution. That perseverance paid off, and the launch was a success.
Empathy: My background as a nurse gave me a unique ability to connect with people. Early in the company’s history, I worked in our stores, talking directly with customers about their skincare issues. Many felt comfortable enough to show me their skin conditions, and I understood their pain and embarrassment because I had been there myself. That empathy allowed me to design products that truly met their needs and to build a brand that people trust.
Adaptability: In business, change is inevitable, and staying flexible is key. When the COVID-19 pandemic hit, our retail stores faced closures, and it was a pivotal moment for the company. Instead of focusing on what we couldn’t control, I worked with my team to pivot our strategy, enhancing our online presence and offering new products tailored to the circumstances, like hand sanitizers. This ability to adapt not only kept us afloat but also strengthened our connection with customers during a challenging time.
These traits — resilience, empathy, and adaptability — have guided me through the highs and lows of entrepreneurship and have shaped Naples Soap Company into the thriving business it is today.
Is there a quote, mantra, or philosophy that guides your decision-making and leadership as a beauty entrepreneur?
One quote that guides me is, ‘Do what’s right, not what’s easy.’ As a beauty entrepreneur, I believe in staying true to our mission of creating clean, effective products that help people feel confident in their skin. Every decision—from product formulation to customer service—is rooted in integrity and purpose. Leadership, to me, means serving others, staying authentic, and never compromising on quality or compassion.
Here is our signature question: “What Are The 5 Things You Need To Overcome Self-Doubt and Build Confidence?” (If possible, please share a story or example for each one.)
Purpose
When you truly believe in what you’re doing, it fuels your confidence. I started Naples Soap Company because I saw a real need—for myself, my daughter, and others struggling with skin issues. Knowing that our products can really improve people’s lives gave me the encouragement to keep going.
Resilience Through Setbacks
Self-doubt often creeps in when things go wrong. But I’ve learned that setbacks are part of the journey—not the end of it. Every misstep and experience has taught me something valuable. The aftermath of three catastrophic hurricanes has taught me to pick myself up, adjust, and keep going.
Surround Yourself with the Right People
I’m fortunate to have a great team and support system that believes in our mission. Having people around you who uplift you, challenge you, and remind you of your strengths makes a big difference in quieting that inner critic.
Celebrate Small Wins
Confidence doesn’t come from one big moment—it’s built over time. I always remind myself to acknowledge the small victories: a happy customer, a great review, a new product launch. These moments add up and help affirm that you’re on the right path.
Stay Grounded in Your ‘Why’
When you’re clear on your ‘why,’ you stop second-guessing yourself so much. For me, it’s about helping people feel good in their own skin—literally and figuratively. That mission has guided every decision and kept me grounded when doubts try to take over.
Ok, we are nearly done. You are a person of great influence. If you could inspire a movement that would bring the most amount of good for the greatest number of people, what would that be? You never know what your idea can trigger.
As CEO of Naples Soap Company, if I could start a movement, it would be the “Skin Confidence Movement” — a global initiative focused on promoting skin health, acceptance, and empowerment for all. This movement would educate people about the importance of caring for their skin, not just for appearance but as a critical part of overall health and well-being.
The Skin Confidence Movement would:
- Raise Awareness: Spread knowledge about common skin conditions like eczema, psoriasis, and acne to reduce stigma and encourage individuals to seek proper care.
- Advocate for Accessibility: Partner with organizations to ensure affordable access to dermatologist-approved, natural skincare products and treatments, particularly for underserved communities.
- Empower through Acceptance: Promote self-love and body positivity, encouraging individuals to embrace their unique skin journey, regardless of imperfections or conditions.
- Sustainability and Wellness: Highlight the connection between healthy skin, mindful living, and sustainable choices, supporting eco-friendly and cruelty-free practices.
Through workshops, social media campaigns, and partnerships with healthcare providers, the Skin Confidence Movement would aim to make skin health education widespread and accessible, helping people feel comfortable in their own skin — literally and emotionally. By fostering a world where everyone can celebrate their natural beauty and prioritize self-care, this movement could bring confidence and improved quality of life to millions.
How can our readers further follow your work online?
Readers can follow Naples Soap Company online through several channels to stay updated on their latest products, promotions, and skincare tips:
Website: Visit the official website to shop our full range of natural skincare products and learn more about the company’s mission.
Social Media:
Instagram: Follow for daily inspiration, product highlights, behind-the-scenes, and skincare tips.
Facebook: Like and follow for updates, special offers, and customer testimonials.
Twitter: Stay connected for the latest product launches, promotions, and skincare news.
Pinterest: Explore skincare tips, DIYs, and product inspiration on Naples Soap Company’s Pinterest boards
YouTube: Subscribe to the Naples Soap Company YouTube channel for tutorials, skincare advice, and product demonstrations.
