Summary
Highlights
Next, they visit Hobby Lobby to purchase sodium hydroxide ($16 for a small amount, or $150 for 50 lbs in bulk online), a crockpot, and an immersion blender ($18.99). Ashley clarifies that sodium hydroxide is a necessary ingredient for true soap, facilitating the chemical reaction. The total startup cost discussed is around $400, including miscellaneous items like protective gear.
Ashley demonstrates making hot-processed soap, which uses heat to speed up the chemical reaction. Key steps include accurately weighing 98g of coconut oil, as precise measurements are crucial for the soap to turn out correctly. She also explains how marketing highlights key ingredients to target specific customer needs.
The coconut oil is placed in the crockpot on high heat to melt. Ashley then prepares the lye solution by carefully adding 132g of sodium hydroxide to 300g of distilled water in a stainless steel bowl, emphasizing safety precautions and the potential for a dangerous reaction if not done correctly. The lye solution becomes very hot.
The hot lye solution is poured into the melting coconut oil, which helps melt down the remaining oil. The mixture goes through phases, eventually resembling mashed potatoes, indicating the chemical reaction is complete. Ashley also shares her business growth, from $20,000/month to $50,000/month, and highlights the importance of resourcefulness in sourcing equipment.
After the soap has cooled for 12-24 hours, Ashley demonstrates unmolding and cutting a previously made small batch of soap. The process is simple, resulting in 8-10 bars of soap. She notes that a wire soap cutter is more effective for straight cuts than a knife.
Ashley discusses her 2025 revenue of $320,000, with $190,000 from physical products (soaps, shampoo/conditioner bars) and the rest from online products (soap-making courses, recipes) and social media monetization. She elaborates on the initial startup costs, totaling approximately $400 for molds, crockpot, oils, essential oils, sodium hydroxide, and an immersion blender.
Ashley's biggest monthly expense is payroll, ranging from $12,000-$14,000, which includes her own six-figure salary. She has three part-time employees, including her mom, who help with labeling and shipping orders.
During a 'Fan Blitz' segment, Ashley answers questions about standing out from the competition (social media and teaching), her initial business vision (staying home with her baby), identifying her target audience (natural ingredient enthusiasts), and the benefits of starting at farmers markets. She also discusses her eco-friendly and brand-focused packaging decisions.
Ashley reveals she initially charged more for her soap ($14/bar) and was able to lower prices slightly ($10-$12/bar) by buying ingredients in bulk and increasing efficiency. She compares her initial output of 40 bars/week to her current production of approximately 1,000 bars/week.
The video transitions to Ashley's larger-scale production setup, demonstrating how she makes soap in bigger quantities. She uses a commercial immersion blender ($300) and a large slab mold. The process is similar, involving heated oils (in this case, grass-fed beef tallow) and a pre-made lye solution. This batch will yield 80 bars of soap.
Ashley discusses various creative ingredients they use, such as beer, milk, avocado, honey, and watermelon juice for their 'soap of the month club.' She explains that maintaining consistency in larger batches is as simple as multiplying the ingredient quantities proportionally.
Ashley uses specialized equipment for cutting large batches: a large cutter that divides the slab into loaves ($300) and then a bar cutter ($215) to slice the loaves into uniform bars. The bars often feature artistic designs created by swirling activated charcoal or other natural colorants.
After cutting, the soap bars need to cure for a month to harden and lather well. Some soaps are also beveled to smooth the edges. Bars are then wrapped in coffee filters and a custom label, a quick and efficient process.
Ashley showcases her garage, which functions as her 'warehouse,' where she handles shipping, curing of soaps (holding about 3,000 bars), and ingredient storage. Her employees manage the labeling, boxing, and printing of shipping labels, with USPS picking up orders daily. This setup allows her to work flexible hours from home.
Monthly shipping costs range from $4,500 to $6,000. Remarkably, Ashley spends $0 on marketing, relying entirely on organic social media growth. Her customers come from building a strong online community.
Ashley is active on YouTube, Facebook, TikTok, and Instagram. Facebook is her strongest platform with 450,000 followers, generating most of her orders. She posts at least three times a day, filming her daily soap-making activities. Her advice for aspiring entrepreneurs is to 'stop overthinking it' and start posting to gather data on what resonates with the audience.
Reflecting on her journey, Ashley expresses pride in overcoming initial worries about success and building a clear roadmap for others. Her success is a family endeavor, with her husband and children contributing. Her future goal is to purchase property and build a larger warehouse to continue growing the family business.
The video introduces Ashley, a young mom making $320,000 a year crafting soap from her kitchen. She explains how she started with no business experience, driven by a desire to make money from home after having her daughter and discovering harmful ingredients in commercial soaps. Her initial goal was to make better products for her family, which eventually evolved into a business when others expressed interest.
Ashley and the host go to the grocery store to purchase the initial ingredients: coconut oil ($6.49) and distilled water ($1.79). Ashley explains her first customers were family and friends, and the 'light bulb moment' for her business was when she first received money for her soap. They emphasize using specific distilled water for soap making.