A Reflection on Our Journey

As we celebrate our fourth anniversary at TOA Waters, which officially is on September 30th, I am filled with immense pride and gratitude for all that we have achieved over the past year. 

When I founded TOA Waters, my goal was simple: to create bold bubble baths that nourish the skin while breaking gender stereotypes. Bubble baths are for everyone, regardless of how you identify. At TOA Waters, we’ve designed scents to make everyone feel good, promoting self-care for all with luxurious, bold products.

It has been an incredible year filled with growth, new experiences, and a community of amazing supporters. Let’s take a look back at what we’ve accomplished and what’s on the horizon.

Expanding Our Reach Through Pop-up Shops, Shows, and Festivals

This year, we took a big leap by attending more arts and crafts festivals along the East Coast, even stretching as far as South Carolina. We’ve been everywhere—Maryland, Pennsylvania, Virginia, North Carolina, and South Carolina. These events have been a fantastic way to get our products into the hands of new customers and gain valuable feedback. We want people to experience our products firsthand and be a part of the journey.

In addition, earlier this summer, we partnered with Macy’s and had our products featured inside their stores at their "pop-up shops". Seeing our bubble baths in Macy’s stores was a dream come true and a moment of validation for all the hard work that goes into running a small business. Even if it was just a few weekends, it was incredible to see our products on their shelves. 

Launched New Products

We introduced our first-ever Bubble Bath Mini Gift Set, a fun way for people to sample five of our different scents. It includes a loofah sponge, making it an ideal introduction to the TOA Waters experience. Additionally, we’ve rolled out our minis, which are 1-ounce versions of our various bubble bath scents. These minis allow customers to try different scents without committing to a full-sized bottle.

Media Features and Recognition

Our story has caught the attention of several media outlets this year. We’ve been featured on Mix 95.9 FM, First Time Parent Magazine, and Canvas Rebel Magazine, just to name a few. We are incredibly appreciative of each outlet that has shared our story and helped us reach new audiences. This recognition has been a testament to the hard work and passion that go into every bottle of TOA Waters bubble bath.

Giving Back to the Community

As an LGBTQ+ owned business, it’s important to us to support causes we care deeply about. We’re proud to actively support The Frederick Center in Frederick, Maryland, which empowers the LGBTQ+ community. Every sale of our Sweet Temptation Bubble Bath product supports their mission.

Enhancing Customer Experience

We’ve listened to our customers and made several changes based on their feedback. One of the biggest developments is our subscription program, allowing customers to have their favorite bubble baths delivered to their doorstep on a monthly, quarterly, or bi-annual basis, complete with a discount. This is a fun way to encourage a self-care routine while ensuring a steady supply of relaxation. 

Building a Support Network

Last year, we had the honor of participating in the Workshop at Macy’s, where we learned how to scale our operations and work with major retailers. This year, we started a support group with fellow Workshop at Macy’s alumni, fostering a community of small business owners. We held our first virtual meeting this month, and it was inspiring to exchange advice and support with such an incredible group of entrepreneurs.

Website Upgrades, Inventory Tracking, and Better Customer Connections

A major highlight of the year was launching our new website on Shopify, which has opened up a world of possibilities. Not only has it given us a seamless way to work with other retailers, but it’s also enhanced the customer experience on our site.

We’ve updated all of our product photography, showcasing how beautiful and handcrafted each bottle of bubble bath truly is, adding to our professional look and appeal.

On the operational side, we implemented new tools to track inventory—something we didn’t need in the past when we were smaller, but as we grow, this has become essential.

We’ve also strengthened how we communicate with our customers. In addition to email, we’ve started SMS messaging, offering a fun and personal way to keep customers in the loop about flash deals and sales. We've also added a birthday club - a fun way to celebrate your special day with TOA Waters.

These internal improvements have set us up for continued growth, allowing us to focus on creating the best possible products for our customers.

A Small Team with a Big Heart

TOA Waters is a small operation, and when I say small, I mean really small. But behind every bottle, there’s an army of friends and family who have been there every step of the way. They are not just moral support; they are actively involved in making products, attending shows, and spreading the word about how great our bubble baths are. Their unwavering support, advice, and guidance have been crucial in helping us reach this milestone.

A Personal Milestone

On a personal note, this past June, I married my partner, Brian, in what felt like a fairy tale come true. Planning a wedding while managing TOA Waters and my full-time job at Bat Conservation International was challenging but so rewarding. It was an unforgettable experience surrounded by friends and family.

What’s Next?

We have so much to look forward to in the coming months. We’ll be releasing a new bubble bath scent just in time for the holiday season. This new scent was initially created as a custom favor for our wedding guests (check out the photo above) and was so well-received that we decided to make it available to everyone. It features a unique blend of scents that Brian and I love, capturing the essence of the outdoors with a touch of swag.

As an added bonus, this holiday season, we’re thrilled to introduce several brand new gift sets that are perfect for treating your loved ones. Each set will be thoughtfully paired with our deliciously bold bubble baths, designed to elevate the art of relaxation. These gift will help your friends and family experience much-needed tranquility, transforming their bath time into a luxurious, soothing escape during the bustling holiday season. It’s the perfect way to show you care while encouraging moments of self-care and indulgence.

We’re also in the process of working with a major retailer, and if all goes well, we hope to be selling on their website nationwide by the end of the year. This opportunity will introduce TOA Waters to a whole new audience and is a significant step toward our growth.

Thank You

To every customer and supporter, thank you. We wouldn’t be here without you believing in our vision of breaking gender stereotypes in the bathroom with bold bubble baths. Each order is a reminder of the amazing community we’ve built. Your support means the world to us.

To my friends and family, I am eternally grateful. Your hands-on help at events, in production, and in every aspect of this journey has been invaluable. Cheers to our fourth anniversary and to many more bubbles to come!

With gratitude,

Javier Folgar
Founder & Owner
TOA Waters