Our local newspaper, the Napa Register, chose to write a feature article about our small business! We've copied the article below.
New owners continue the story of Napa Soap Company
Sophia and Garrett Williams, the new co-owners of Napa Soap Company, are changing the packaging, ingredients, and shopping experience for their luxury personal care products.
They are now in the process of implementing more natural coloring elements, including mineral clays and flower petals. In addition, they are encouraging customers to try out the many varieties of products in the company’s Bel Aire Plaza store.
Napa Soap Co. makes bar soaps, lotion, body butter, shaving soap, lip balms, bath bombs, salt soaks, aka bath salts, and reed diffusers paired with essential oil blends.
One of her favorites includes the Lavender bar soap, which contains lavender essential oil and shea butter, “as well as unique items with a local twist, like our Grapeseed bar soap. (This product) smells like tuberose and oakmoss, and contains crushed grape seeds from Napa,” said Sophia Williams.
Cozy, warm-smelling soaps that will make good gifts for the holidays include Vanilla Bean, which contains specks of crushed vanilla beans, Buttermilk Rose, which contains dried rose petals and buttermilk powder, and Green Tea & Lemongrass, which contains green tea powder and extract with the essences of lemongrass and coconut.
Napa Soap Co.’s products for men include Sweet Bitters bar soap, which contains aloe vera, calendula oil, and powdered orange peel, paired with earthy essential oils, and shaving soap, which contains Napa Valley grapeseed oil, aloe vera, honey, and French clay.
A number of Napa Soap Co.’s products have names that relate to the wine industry, including Merlot bar soap, which contains red raspberry seed and olive oil, and “Cabernet Soapignon,” which contains chocolatey cocoa butter.
This explains the company’s popularity among local wineries, resorts, and spas.
Williams’ personal favorite is the Mandarin Chardonnay bar soap. It contains citrus, mango, kukui nut, and meadowfoam seed oils. For individuals with who prefer a mildly scented bar, she recommends the Olive & Shea Butter soap, which is lightly scented with riceflower.
From a Washington lavender farm to St. Helena
Both Sophia and Garrett Williams are from Oregon and grew up in very small towns. Since they grew up in rural areas, they developed a great appreciation for agriculture and small-town living. The couple now live in Sonoma.
“We purchased Napa Soap Co. at the end of 2023. (We decided) to settle down in the North Bay after moving all over the country for work. We had lived on San Juan Island in Washington state, running an organic lavender farm through the COVID-19 pandemic. That taught us a great deal about lavender cultivation, and the vertical integration of making, shipping, and selling personal care products all from one location,” said Williams.
Before moving to Washington, the Williamses operated a horse boarding stable and ranch in Oregon. Then they began working in private service, a field that involves assisting ultra-wealthy clients with managing affairs.
“One of the clients had a lavender farm, and that’s how we got into working on it,” said Williams.
As the pandemic began to wane, the couple looked toward California, where some of their family members lived.
“We wanted to buy a business of our own. Napa Soap Co., founded by Gib and Sheila Rockwood in 1999, was publicly listed. We did about five months of research before committing to a purchase,” said Williams.
After the sale closed, the couple underwent three months of training. The Rockwoods taught them how to run the store, make products, and handle online sales.
“This was a bit of an endurance test because both of us were working day jobs at the time. We’d come into the shop at night after our ‘real’ jobs and work until 7 or 8 p.m. Our combined efforts led to us understanding how to run the business by the end of the year,” said Williams.
A fresh face for Napa Soap Co.
The Williams’ many adjustments have included moving the store from St. Helena to Napa, which occurred in January 2025, utilizing a smaller storefront focused on Napa Soap Co. products.
Turning away from using food coloring for soaps, “we’re now using ingredients like pink clay and rose petal powder to create pink tones and mulberry leaf to make greens and blues,” said Williams.
The Williamses use locally sourced ingredients like Napa Valley grapeseed oil, crushed Napa Valley grape seeds, and Napa Valley olive oil when possible. The company makes its products in California.
This fall, the Williams released a new “slide box" container for their bar soaps, a shift away from tear-prone paper wrappers. They also redesigned the company’s website to make it more accessible.
Napa Soap Co. sells its products online worldwide, in-person to individuals who visit the store, and to wholesalers. The company also sells to local businesses for use in services like massage and Bay Area corporations for events. Occasionally, it makes donations of products to support Napa-based charities.
The company accomplishes this with a staff of just three people, Sophia Williams and two assistants. Williams said having a limited team means mastering a long and diverse list of tasks, from creating bar codes for products to collaborating with package designers.
“My advice for new business owners is to find a way to get your feet wet. If you have a vision, take that first step. Nothing is easy, so you just have to evaluate and pick your ‘hard’ in life,” said Williams.
Williams said a business owner should get to know the area where they will establish a brick-and-mortar store.
"We've always been called Napa Soap Company, but we are excited to finally bring our store to Napa proper,” said Williams.
One of the things Williams has learned since she moved to the area is that there is more to Napa than the wine industry.
“There are other businesses like ours, showing you can do a lot with local ingredients. For example, the crushed grape seeds act as an exfoliant in certain soaps. That makes the products stand out,” said Williams.
Williams added that relocating to Napa showed her that residents and other business owners are welcoming.
“It’s been great to stop moving, settle in, and join the community,” said Williams.
