Brand Story
Soapmum | The Everyday Mum
Est. 2013
A belief born from two hands
Behind every successful brand is a quietly powerful story.
Soapmum began with the simplest, most sincere intention:
One mum just wanted the safest skincare for her family.
It started with one small act of love — doing something good for the people I care about. So I made a decision that changed my life:
If I couldn’t find it, I would make it.
I began studying plant oils, herbs and hydration ingredients.
I learned the science of sensitive skin.
In my kitchen, in a tiny corner of the house, I started formulating — night after night. Countless failures. Endless adjustments.
Back then, I wasn’t trying to build a brand.
I was simply doing one small thing — for my family.
And that simple, genuine beginning became the heart of Soapmum.
From handmade to professional
When family and friends tried my first batches, the feedback was the same:
It works. It feels good. It’s gentle.
Word spread. And I realised something important:
If I truly wanted to care for more sensitive skin, passion wasn’t enough.
It needed professional knowledge, proper equipment, and stricter standards.
So I invested deeply in learning and improvement:
- Advanced formulation science
- Natural skincare development and safety assessment
- Eczema-prone and sensitive skin science
- The latest international safety standards and manufacturing processes
All to ensure every product is made in the cleanest, most stable, safest environment possible.
That commitment led to a major milestone:
Recognised by the Eczema Association of Australasia.
This isn’t a decorative label.It represents what Soapmum stands for:
Gentle and effective — backed by science, made with care.
Natural. Evidence-based. Truly gentle.
As the brand grew, we stayed grounded in three core principles:
1) Crafted with heart
From ingredients and formulation to curing and packaging, we stay hands-on — because care can’t be automated.
2) Natural + evidence
Soapmum is not “natural marketing.”
We balance naturally derived ingredients, skin science, and sensitive-skin safety — with intention.
3) Safe for the most delicate skin
We were made for sensitive skin from day one.
No irritation. No exaggerated claims. No gimmicks.
Just a clear focus:
Safe. Stable. Genuinely effective.
From Hong Kong to Australia — our next chapter
Soapmum built a strong presence in Hong Kong with physical stores, online sales, and trusted retail partners — helping families choose gentle skincare every day.
Four years ago, we took our biggest step forward:
We opened our first store in Australia — and moved production here too.
We brought Hong Kong’s handmade spirit and artisan-level quality into Australia’s natural skincare market.
It’s a competitive space, but Soapmum doesn’t rely on flashy packaging.
We lead with what matters:
Science-backed results. Honest transparency. Eczema Association recognition. A softness you can feel.
And Australian consumers deserve a brand that’s:
Natural — not vague.
Effective — not harsh.
Gentle — but powerful.
That’s Soapmum.
“Everyday” isn’t ordinary — it’s strength
People ask, “Why ‘The Everyday Mum’?”
Because I believe this:
Any mum who chooses to do one small good thing for her family carries real power.
Everyday doesn’t mean lacking ability. It means being steady, committed, thoughtful, patient — and those are the deepest roots of this brand.
Soapmum isn’t built for trends. It’s built for real homes, real skin, real needs.
From Soapmum to Another Morning — a mother–daughter legacy
Years later, my daughter QQ created Another Morning, bringing a new generation’s voice to the same belief.
She leads the brand vision — and Soapmum manufactures it with the same care and standards.
It’s not an ending. It’s a continuation.
“You care, I care.”
Two generations, two ways, one shared commitment.
Soapmum exists for real life
We don’t chase hype — we chase truth.
We’re not made to follow trends — we’re made because people need us.
Soapmum wants more people to know:
Natural can be effective.
Gentle can be powerful.
And everyday can be extraordinary.