On TOA Waters’ 5th Anniversary, I’m Reflecting on the Journey. From Bubble Baths to Bold Self-Care.
On September 30, 2025, TOA Waters officially turned five years old.
As a small business owner, that milestone hits differently. Not just because it’s a number with a nice ring to it, but because only about 50% of new businesses even make it this far. So yeah, it’s a big deal.
When I first launched TOA Waters in 2020, I had a vision to redefine what self-care looks like and who it’s for. Bold scents, clean ingredients, and zero stereotypes. Fast-forward to today, and we’re still pushing that mission forward hard. I’m incredibly proud of how far we’ve come, but it’s still tough. The pressure is still on. It doesn’t magically get easier at the five-year mark.
But we believe in what we’re doing. We’re nowhere near done.
Listening First, Then Creating
As we kicked off this year, we did something we’ve always done, but this time with more intention: we listened.
We sent out a customer survey asking about everything, from your favorite scents to packaging preferences to future product ideas. We took your feedback seriously, and it shaped almost everything we did this year.
We heard you loud and clear: make the formula even better and make the packaging safer.
A New Formula and Safer Packaging
We reformulated our soaps to be sulfate-free, making them even gentler on the skin, especially for those with sensitivities. Our new formula is made with organic ingredients and designed to nourish your body, not strip it.
We also switched from glass to recyclable plastic bottles. Not only is this safer in the bathroom (no more worries about bottles shattering), but it also helps reduce our carbon footprint. Plastic is lighter to ship, which means less fuel is burned during transport. And yes, it’s recyclable.
We also updated our label design, of course, based on your feedback. It's sleek, modern, and clean.
New Scents That Tell a Story
We also launched some scents that are really close to my heart:
- The Owl’s Tale: Originally created as a custom scent for my wedding in 2024, this blend quickly became a fan favorite. It was such a hit with our guests that we brought it to market, and it’s been flying off the shelves.
- Moonpearl Garden: A lush fusion of peony and gardenia, it’s floral, delicate, and elegant, without falling into cliché rose territory.
- Apis: With honey, almond, and volcanic ash, this scent is a tribute to our pollinators. The name “Apis” comes from the scientific genus for bees because even bath time can be a celebration of conservation.
- Sun Veil: Bursting with orange zest and white oak, it smells like a morning walk through a citrus grove. Crisp, energizing, and one of my personal favorites.
- Serenity: Our first unscented product, made for those who love luxurious self-care but have sensitive noses. Because everyone deserves to enjoy high-quality ingredients, scent or no scent.
Expanding the Line: Body Wash, Room Sprays, and Liquid Bath Bombs
We’ve added some brand-new product categories, too:
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Body Wash: You asked, we delivered. Same high-quality formula, now for your shower routine.
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Room Sprays: For those who love our scents and want their home to smell as good as their tub.
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Liquid Bath Bombs: The first of their kind. All the bubbles and fun, without the mess. No tub residue, no harsh chemicals, just skin-loving hydration in a beautifully packaged bottle.
Celebrating Visibility - All the Genders Photoshoot
Photo Credit: Jayme Drew/All the Genders Photo Project
This past April, I had the honor of participating in the All the Genders photoshoot in Washington, D.C., during peak cherry blossom season. It was an opportunity to share our story. I spoke about how the company started, our mission to break gender stereotypes, and how something as simple as a bubble bath became a way to challenge expectations and celebrate identity. The shoot was deeply personal, and I’m incredibly grateful to be included alongside so many inspiring voices. The full photo series and stories are expected to be released in 2026, and I can’t wait to share them with all of you when they’re live.
Growing Our Reach, Growing Our Impact
We also hired our first-ever wholesale rep team, helping us expand into more retail stores nationwide. And we launched an affiliate program so fans can earn a little something for spreading the TOA Waters love.
Craft Shows Across the East Coast
One of the most rewarding parts of this journey has been connecting with customers face-to-face at arts and craft shows across the East Coast. This past year, we packed up the car and hit the road, traveling to shows in Georgia, South Carolina, Virginia, Maryland, and more. And while it’s been a lot of fun, I’ll be honest, it hasn’t always been easy. From shows that were total flops to a car that broke down mid-season (yes, we had to retire it and get a new one), the road came with its fair share of bumps. But every single moment was a learning opportunity, and I wouldn’t trade it for anything. These events continue to be my favorite part of running TOA Waters. They’re where we connect, tell our story, and see the impact of bold self-care in real time.
Spreading the Love: Our First Affiliate Program
This year, we also launched something brand new, the TOA Waters Affiliate Program. It’s our way of inviting fans, content creators, and fellow bubble bath lovers to become a part of our growth story. By sharing TOA Waters through your channels, you can now earn commission on every sale made through your referral. It’s a way for us to share our success with those who believe in what we do and to give back to our growing community. Whether you’re a micro-influencer, blogger, or just someone who loves bold self-care, we welcome you to join and help us spread the bubbles.
1% for Equality
One of the things I’m most proud of is the launch of our 1% for Equality initiative. We’ve committed to donating 1% of our net sales to support LGBTQ+ rights. It’s a value we’ve printed right onto our bottles and one we live by.
Our first official nonprofit partner? Rainbow Families, a powerful organization working to empower and support LGBTQ+ families through education, advocacy, and community programs.
My Circle Means Everything
Through all the highs and lows, one thing has remained constant: the incredible support from my husband, family, and friends. From helping me bottle products late at night, to loading up cars for shows, writing blog posts, to standing beside me at our craft show booth in the heat, rain, or freezing cold, they’ve been there through it all. Whether it’s lending a hand, offering moral support, or just cheering me on from afar, I couldn’t have done any of this without them.
The Road Ahead
Over the past five years, we’ve poured our hearts into building TOA Waters, from perfecting our formulas to creating a seamless, meaningful experience for our customers. We’ve focused on laying a strong foundation, and now, we’re ready to take things to the next level.
Looking ahead, we’re poised to expand nationally across the U.S. and beyond, when the time is right. Our goal is to bring bold self-care to as many people as possible, and that means showing up in more places, including retail stores near you.
If you have a favorite local boutique, gift shop, or self-care store where you think TOA Waters would be a perfect fit, send them our way! Word of mouth goes a long way, and your recommendation could help us reach new communities. You’ve all been such an important part of this story, and we’d love for you to continue growing with us.
With Much Gratitude
We’ve done a lot this year, more than I could’ve imagined when I first bottled up a bold bubble bath five years ago.
None of this would be possible without you. Whether you’ve been with us since day one or just discovered TOA Waters last week, thank you. Your support, your feedback, your encouragement, it means the world to me. Truly.
So here’s to five years of bold self-care. And here’s to everything that comes next.
With gratitude,
Javier Folgar
Founder & Owner
TOA Waters
