In Brands, Marketing, People

While most beauty companies begin with a dream, Rachel Winard’s natural brand, Soapwalla, was born out of necessity. You see, when Winard was diagnosed with lupus, an autoimmune disease linked to painful and sensitive skin conditions, she found that none of the current beauty brands offered a product sensitive enough for her skin. So she created her own. “One night, I decided if I was ever going to be okay in my very, very sensitized skin, I needed to figure something out,” Winard tells Forbes. Now, although Soapwalla is sold in 30 countries and 250 retailers, Winard remains the sole creator of the product.

Winard has certainly been a pioneer within the natural beauty industry, but she’s not done yet. As a proud member of the LGBTQ community, Winard is demanding a more inclusive beauty world, which historically has mainly catered to cisgendered white women. In protest, Winard refuses to use models in any marketing campaign associated with Soapwalla. She adds, “We don’t use models because I want you to see yourself using our products. I don’t need to tell you what the ‘ideal customer’ looks like.” Soapwalla also stays away from gendered language, Winard stating, “If you have skin, you can use our products.”

Winard believes Soapwalla’s non-gendered, inclusive philosophy will catapult the beauty industry into a new world of diversity, inclusion, and support.

For the full story, head to Forbes.

Photo: @Soapwalla via Instagram

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