I was so excited to have a good ole chat with Lisa from The Wrinkly Elephant Company. I have used this beautiful brands aromatherapy shower steamers for a while, so was already a fan. They were also featured in our Summer Wellness box and I know were well received. I wanted to know all of the tea, especially about the origins of the unusual name.....
Hi Lisa, thank you for having this chat with me, and for generously sharing a discount code for readers, (use code Whist20 for 20% off). I am so excited to hear all about your story. Let's get stuck in straight away, I have a lot of questions...
Can you tell us first, a bit about how your journey into soap making began?
Honestly, my journey into soap making started during a really overwhelming time in my life. I was working in education and just feeling completely burnt out. I needed something to help me switch off and recharge, so I signed up for a craft course, something creative to take my mind off the stress. That’s where I discovered soap making… and I fell in love with it straight away!
It always amazes me how many of us start our businesses as a way to aid our own journey. Was you thinking of tis as a hobby initially?
Yes! It started out as just a hobby, something therapeutic that gave me a real sense of calm and focus. But once I began using the soap myself, I noticed a big difference in how my skin felt—so much softer and healthier. I gave some to family and friends, and they had the same reaction: “This is amazing… can I get more?” That’s when I started thinking—maybe there’s something in this.
I can relate so much to this Lisa. So how did the idea evolve from a hobby into a full business? I also want to know about your name.....
As the demand grew, I decided to register officially as a company and have the soaps assessed by a cosmetic chemist, something that has to be done with any product that comes into contact with your skin. I then started to sell at local craft markets and built a website, I just took it step by step. It was all very organic, but it became clear quite quickly that people were really craving simple, natural skincare. The humble bar of soap was definitely making a comeback! Eventually, I took the leap and left my job in education in 2018 to focus on the business full time.
Then COVID hit and suddenly everyone needed soap. Orders started flying in and I was busier than ever. That period really confirmed for me that I'd made the right decision. I haven’t looked back since.
And your name....
I happened to be searching other skincare brands and came across another brand’s name that was a bit ‘out of the ordinary’ and had nothing to do with skincare. My husband’s reply to this was “…that’s ridiculous. You might as well call yourself a Wrinkly Elephant!” to which we fell about laughing.
The Wrinkly Elephant Company was born and registered on 17th May 2017.
Haha, I love that! It sounds like the perfect way to grow, organically and step by step. I know your husband is also involved in the business. What roles do each of you take on, does one of you make the products while the other handles the business side? Is it fun or testing working together.....lol
I am the creative side of the business and Stu is more the financial side. He definitely keeps me in check with the spending as I can get carried away with ideas and want to start launching so many new products. He tries to keep me focused on what I do best and that is making soap although our Shampoo bars are now becoming very popular. I tend to make all the products but with the soap Stu does help out with the cutting, stamping and wrapping. He also does all of the packing of the orders and general email admin. I tend to look after the marketing side; social media is a full time role in itself. There are times when we drive each other made, but what couples don’t!. Generally speaking though we work well together as a team.
I think us creative types definitely need a little restraint lol.
Your products are made in small batches, and I know you use traditional methods, tell us more about what that process looks like behind the scenes?
Messy is what it can look like!!! 🤣 There’s plenty of washing up. Behind the scenes, everything is made in small batches using the traditional cold process method. It’s a bit of a slow craft, but that’s what makes it so special. I start by carefully blending oils and butters, things like olive oil, coconut oil and shea butter, with a lye solution. This kicks off a chemical reaction called saponification, which is basically how the oils turn into soap.
Once everything’s mixed and scented with essential oils, I pour the soap into moulds and let it rest for 24–48 hours to harden. Then I cut each batch by hand and leave the bars to cure for about 4–6 weeks. This curing time is key, it helps the soap become milder, harder, and longer-lasting. It’s a real labour of love, but the result is a beautifully gentle, skin-loving bar that’s packed with natural goodness.
I always think it looks really relaxing on your Instagram, so you hide your mess well! How do you choose your ingredients? Are there any that hold special meaning or are customer favourites?
Choosing the right ingredients is such an important part of the process for me, it’s a bit like creating a recipe in the kitchen. Every oil and butter brings something different to the table. Some give the soap a lovely lather, others add hardness so the bar lasts longer, and some are super moisturising or give that creamy, conditioning feel on the skin. So, when I’m designing a recipe, I have to think: what kind of bar do I want to create? Do I want it to be rich and bubbly, or maybe more cleansing and nourishing?
Right from the start, I knew I wanted to include shea butter, it’s such a beautiful ingredient for the skin. It’s gentle, deeply moisturising, and just gives the soap that luxurious, skin-loving feel. But it definitely took some trial and error! I spent a few months tweaking the balance of my four main ingredients to get it just right. I wanted a bar that not only felt amazing on the skin but also had a good lather and lasted well.
Now, it’s lovely to see that customers are loving the shea butter just as much as I do; it’s become a bit of a favourite. It’s so rewarding to know that something I’ve carefully developed is making a real difference for people’s skin
It sounds like you have found a tried and tested recipe.
But I know it is not only soap you make. You’ve expanded beyond soap into shampoo bars and body care, and many other products. how did you decide which products to introduce next?
Expanding the range beyond soap was something I approached quite carefully. I do keep an eye on trends and what people are talking about, but I never want to just follow a fad for the sake of it. For me, it’s really important that any new product still fits with the heart of the brand, being natural, kind to the skin, and thoughtful about the planet.
When I’m thinking about what to create next, I ask myself: does this complement what I already offer? Will it genuinely be useful, effective, and something people will love using? That’s how things like shampoo bars and body care products came about—they felt like a natural extension of what I was already doing.
I also love listening to feedback from customers. Often, their suggestions or needs help shape what I focus on next. It’s all about creating products that align with the brand’s ethos while still feeling fresh, purposeful, and grounded in good, honest ingredients.
Community feedback is everything isn't it? Customers are the best resource for that.
Is there a product you’re particularly proud of, or one that’s become unexpectedly popular?
My Ebony & Ivory soap is definitely the one I’m most proud of and it’s hands down our best seller year after year. What’s been really lovely is seeing how well it’s been received across the board. When I first created it, I actually thought it might appeal more to my male customers, but it turns out the scent has a really universal appeal.
It’s a beautiful blend of bergamot, lime, patchouli, and cedarwood—earthy, citrusy with a hint of smoky woods. It’s fresh but bold, and there’s just something about it that seems to resonate with so many people. The activated charcoal in it also makes it a brilliant cleanser and I’ve had loads of customers tell me it’s really helped improve their skin, especially with breakouts and impurities. That kind of feedback means so much, it’s a reminder of why I do what I do.
You had me at patchouli! One of my favourite oils to work with. So, do you have a personal favourite in your range, May I ask why its a fave?
Ooh, that’s a tricky one because I genuinely love all my products! But if we’re talking about soap, then my personal favourite has to be the Lavender & Lemongrass bar. I’ve always been a big fan of lavender, though I know it’s a bit of a love-it-or-leave-it scent for some people. But when it’s blended with lemongrass, that’s a total game changer! It’s fresh, calming, and uplifting all at once. Plus, it’s made with pink clay and turmeric-infused olive oil, which is amazing for more mature skin and gives a lovely natural glow. I also have to mention my Tea Tree & Rosemary Shampoo Bar. This one’s been a total game changer for my hair. I’ll be honest, I was really sceptical about shampoo bars at first. Hair is so personal, and if you get it wrong, it can really knock your confidence. So, I took my time. I tested this recipe on myself for over two years before I even thought about launching it.
I have fine hair that used to get greasy quickly, so I’d wash it daily. But since switching to this bar, that’s completely changed. My hair is in the best condition it’s ever been. And now, going through menopause, I’ve also noticed a big difference in terms of hair loss—it hasn’t stopped it completely, but it’s definitely reduced. I never thought a shampoo bar could make such a difference, but I wouldn’t go back now.
I must try your shampoo bars. They sound delicious!
I know you share my firm stance on sustainability in your brand. How do you approach this in your packaging, sourcing, and overall business decisions?
Sustainability is at the heart of everything I do. I keep packaging minimal, plastic-free, and fully recyclable or compostable wherever possible. I carefully source ingredients that are natural, ethically produced and kind to both skin and planet. Every decision from suppliers to product design, is made with long-term impact in mind. I believe small choices can lead to big change.
Absolutely agree. It all adds up doesn't it. What does being an ethical business mean to you, and how do you bring that into everyday practice?
Being an ethical business, to me, means doing the right thing, even when no one’s watching. It’s about being honest, transparent and thoughtful in every decision I make, from the ingredients I use to how I treat my customers and suppliers.
In everyday practice, that means using natural, responsibly sourced ingredients, keeping packaging eco-friendly and working with suppliers who share the same values. It also means being kind, fair and authentic, staying true to what The Wrinkly Elephant stands for, even when it might be easier or more profitable to cut corners. It's about people, planet and purpose all working together.
This is one of the reasons I was so proud to feature you in our Summer box.Ethics are so important.
What about any major lessons or milestones that really shaped your journey as co-founders?
One of the biggest milestones for me was winning an SBS (Small Business Sunday) award from Theo Paphitis. It opened up so many doors—offering amazing support and networking opportunities, and even the chance to have a stand at the Spring Fair at the NEC in Birmingham. That experience was a game-changer. It allowed me to connect with retailers and secure some key wholesale accounts, which has been especially important over the last couple of years as the cost of living crisis has made it harder for small businesses to reach new customers.
A major lesson I’ve learned along the way is to stay true to myself and my brand. It can be tempting to jump on trends or launch a product just because others are doing it, but I’ve learned that if something doesn’t align with my values or vision, it’s not worth pursuing. It can feel like you're missing out sometimes, but staying authentic has always served me best in the long run.
Oh that is amazing. What a fabulous achievement.
So, when you think about your customers, what do you hope they feel when they use your products?
I hope my customers feel a sense of care and calm when they use my products—like they’re taking a moment just for themselves. I want them to know they’re using something that’s been thoughtfully made with their wellbeing in mind, using ingredients that are gentle, natural, and effective. More than anything, I hope they feel good in their own skin.
Hearing from our communities in their experience is invaluable. One of the ways we can do that is via social media. How has your local or online community supported you along the way and how important is social media in building your brand?
Social media has been absolutely key throughout the life of the business, especially Instagram. It’s such a great platform because it’s so visual, customers really love seeing behind the scenes and watching the soap-making process come to life. During the COVID period, I had lots of people telling me how relaxing it was to watch those videos, which was really special.
These days, there’s definitely more competition with so many brands sharing behind-the-scenes content, but I like to think I’ve built a real “Wrinkly Community.” My followers are incredibly supportive, and that connection means the world to me.
I also had a lot of local support early on, selling at craft markets, which was a great way to connect face-to-face and build a loyal customer base from the very beginning.
Having an engaged community, are there any stories from customers or moments of feedback that have really stayed with you that they have shared?
Oh, there have been so many lovely messages over the years, but a couple really stand out. One that’s always stayed with me is from a mum who messaged to say that her teenage son had been struggling with his skin, and after using my Ebony & Ivory soap, it cleared up and brought his confidence back. That kind of feedback means the world—knowing something I’ve made can have such a positive impact on someone’s daily life.
More recently, a customer told me she’d tried everything for her hair, and after just one wash with my shampoo bar, she noticed a real difference—and now she’s completely ditched bottled shampoo. I could honestly go on!
I also really love when customers comment on the unboxing experience. We put a lot of thought into how each parcel is packed, adding little personal touches and handwritten notes, so it’s lovely to know that people notice and appreciate that care. It’s all about creating a community and wellness brand that people love. We recognise them as customers not just an order number.
That is so lovely. It's messages like those that keep us going in the hard times right? What’s next for the business Lisa? Are there any new launches or goals you’re excited about?
Now that would be telling. On a serious note, we are about to launch some new scents in our soap range. This has been a long time in coming but I’m a sucker for perfection and because I create my own blends of essential oils there’s a lot more to it when using it in a product; will it last, does it work in a soap, do the blends go together….I could go on. I am always on the lookout for a new product so suggestions welcome
Oh I hear you! essential oils can be diva's!
This is the question I ask everyone - what advice would you give to someone thinking about starting their own small, business/ brand?
My biggest piece of advice would be to stay true to yourself and your values from the very beginning. It’s so easy to get caught up in trends or feel like you have to do what everyone else is doing but your uniqueness is what will make your brand stand out.
Also, be prepared for the hard work. Running a small business is incredibly rewarding, but it’s not always easy. There will be ups and downs, but if you’re passionate about what you do and believe in your product, that will carry you through.
And finally, don’t be afraid to start small. Test, learn, grow at your own pace and listen to your customers along the way. The small steps
Thank you so very much for sharing this Lisa, and having a natter with me. You have created such a lovely brand and I am excited to see what is next for The Wrinkly Elephant.
Don't forget, if you would like to try The Wrinkly Elephant products, Lisa has kindly given blog readers a discount - code Whist20