Joining me on the show today is Mera McGrew, the founder of Soapply. Soapply is a purpose driven business that’s doing good in the world both on a local level and a global level.

Mera started Soapply to make the best soap for your skin and our planet, and they use every sale to help improve and save lives around the world. Every ounce of Soapply is tied to a direct donation that funds water, sanitation and hygiene around the world. More specifically, every 8 ounces of Soapply sold is tied to a $1 donation— that goes towards a local grassroots organisation in Ethiopia called REST.

Mera started this brand with a big idea and a mere $5,000, and has grown it into what it is today entirely through partnerships, experiential events, word of mouth marketing and hustle.

The Awakening: Understanding the Importance of Soap

Mera kicks things off by sharing how, in recent months, more and more people have come to realize the value of the soap they use. “People are willing to invest a little more because they don't want dry, cracked hands,” she explains. This growing awareness has led to a surge of interest in Soapply, with customers reaching out to expedite their orders because they simply can’t use anything else. Imagine the thrill of hearing customers say, “Our hands die from any other soap!” It’s a testament to the impact her product is having.

The Early Days: Building from Scratch

Mera’s journey began when she returned to the U.S. with a clear vision. But like any startup, the early days were all about tough decisions and investments. “I had about $5,000 of my own money saved while working abroad,” she recalls. Her focus? Creating the best soap possible. With her background in antimicrobial and antibacterial labs, she dove into researching soap-making, even taking classes and scouring libraries for knowledge.

Her travels took her to soap makers around the world, from Tripoli to various parts of Africa and the U.S. Each encounter was a learning experience. “How do we create something that really works?” she pondered, connecting with those who have honed their craft over decades.

Crafting the Perfect Soap

One of Mera's early partners was a soap maker in Middlebury, Vermont, who had over 20 years of experience. Together, they forged a partnership that prioritized quality and sustainability. Mera emphasizes the importance of knowing what goes into her product. “I wanted to ensure that I understood the entire process,” she says, sharing how she experimented with soap making in her family home in Colorado and even her NYC apartment.

She made it a point to get her hands dirty—literally! This hands-on approach allowed her to have informed conversations with other soap makers and make smart decisions for her brand.

A Perfect Partnership

Finding the right manufacturer was key to Mera’s success. After several meetings and discussions with various soap makers, she discovered a strong alignment in values with her Vermont partner. This relationship helped them focus on sustainable packaging, a concern that was front and center for Mera from day one. She recognized that the liquid soap industry contributes significantly to the global plastic crisis, and she wanted to change that.

“We’re talking about something that’s next to almost every sink, yet no one discusses the plastic waste it generates,” she points out. Mera's vision was to create a beautiful glass bottle that people would be proud to display.

Launching Soapply: The Big Moment

With her formulation ready, the next challenge was launching the brand. Mera was determined to create a buzz. “I sent an email to 16 people—mostly friends and family—outlining my mission and goals,” she laughs, recalling her humble beginnings. Her mom was the first to jump on board, eagerly awaiting the launch.

Mera's hard work culminated in a pop-up event at West Elm, where she introduced Soapply to the world. It was an intimate yet powerful launch—she sold out of her first batch of bottles, marking a significant milestone for the brand.

Going Viral: The New York Times Feature

As fate would have it, one of the boxes sold during the pop-up ended up in the hands of a New York Times journalist. This chance encounter would prove monumental for Soapply. Just 24 hours before the feature was set to print, Mera received a call from their fact-checking department. “That was a huge moment for us,” she says, looking back on how that exposure propelled her brand to new heights.

The Future of Soapply

Mera's journey with Soapply showcases the power of passion and purpose in entrepreneurship. She’s not just creating soap; she’s building a community that cares about sustainability and skin health. As more consumers recognize the impact of their purchasing decisions, brands like Soapply are at the forefront of this movement.

Mera’s story is a reminder that every big dream starts with small steps. Whether it’s washing hands or changing the world, it all begins with a single, intentional choice. So, the next time you reach for soap, consider its story—and perhaps, try Soapply for a cleaner, greener option!