How Soapbox Became One of the Most Effective Social Impact Brands in the World

In episode 61 of the Disruptors for GOOD podcast, I speak with David Simnick, CEO and Co-Founder of Soapbox on the decade long journey to donate 10 million hygiene products to those in need and the power of conscious consumers and impact brands.

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Dave Simnick is the CEO and co-founder of Soapbox, a company whose mission is empower customers with the ability to change the world through everyday, quality purchases. SoapBox products are currently shelved in tens of thousands of stores across the United States and beyond.

As an Eagle Scout, Dave’s dream was to found for-profit companies with a social mission at their core. Since then, he has worked as either an intern or consultant to USAID, the U.S. Army, Michelle Rhee, the U.S. Senate, and was a Teach for America educator in Northern Philadelphia.

Dave’s got a house full of notebooks; he doesn’t like to let ideas get away from him. Give him any concept, and Dave will start tinkering with it. He’s worked on various sides of the startup industry: helping companies expand, getting the ball rolling with funding and publicity, making connections, and putting ideas together from the ground up.

About Soapbox

For every product sold, the company gives back through bar soaps, health, and hygiene initiatives in communities both domestically and around the globe. Track your impact with your Hope Code at soapboxsoaps.com/hope.

Soapbox products reach the everyday consumer with the mission to change the world through quality purchases.

All products are all made in the USA, with 100% recyclable packaging, and the products are sold in stores like Target, Marcs, Meijer, Walgreens, Rite Aid and thousands of other retailers across the nation.

Soapbox won NEXTY Editors’​ “Choice Award” for Beauty and Natural Living in 2014, “Best Body Wash of the Year” at the 2014 Beauty & Body Awards by Delicious Living, Delicious Living Bathroom Staple 2015, and the “Sherbrooke Capital Entrepreneurship Award” in recognition of Excellence in Innovation.

Soapbox’s co-founder was a finalist in 2015 for Entrepreneur of the Year and the company made the list of Most Entrepreneurial Companies, both sponsored by Entrepreneur Magazine. Lastly, the company is also a Game Changers 500 member and certified BCorp.

Full Interview

[00:00]

Host (Grant):

Hey, everyone, welcome to another episode of the Disruptors for Good podcast. Today, we’re chatting with David Simnick, the CEO and co-founder of Soapbox, a company that makes organic hygiene products and donates to people in need for every product sold. Over the last decade, they’ve donated over 10 million bars of soap. David shares his journey from starting Soapbox in his kitchen to navigating the ups and downs of building a social enterprise. It’s a great conversation about perseverance, impact, and the power of social entrepreneurship. We also dive into how they turned down an acquisition offer, which was a big decision for David and his team. I hope you enjoy the conversation and get some valuable insights. As always, feel free to reach out at grant@causeartist.com. Let’s dive into the episode!

[04:07]

Host (Grant):

Let’s start by diving into your journey. It seems like Teach For America and Soapbox’s founding were closely linked. Can you talk about the origin story and how 2010 was for you?

David Simnick:

Sure! So let’s go back to 2009. I was working for the U.S. Agency for International Development (USAID), specifically on water, sanitation, and hygiene projects. While there was growing focus on water and sanitation, there wasn’t as much attention on hygiene. Inspired by the one-for-one model, like Tom’s Shoes, I thought, “What if we created a soap company where every product sold leads to a donation?” I called my best friend and told him about the idea, and he was skeptical. He pointed out that we’d be competing with giants like Unilever and Procter & Gamble. But with a lot of enthusiasm and very little experience, I Googled how to make soap and started producing it in my kitchen. It was pretty funny—my landlord thought I was making meth because of all the equipment and smells. But that’s how we began—completely from scratch.

[07:26]

Host (Grant):

Did your friend eventually come on board as a co-founder? How did that play out?

David Simnick:

Yes, he did! Eric and I started Soapbox together, and then Dan and Stephanie joined shortly after. For the first year and a half, we were all juggling full-time jobs while working on Soapbox on the side. I was teaching through Teach For America, and Eric and Dan were working as IBM consultants. But by early 2013, Eric decided he didn’t want to do it full-time, so we parted ways. We’re all still great friends, but it was a tough decision. The most important lesson I learned is that your co-founder is like a work spouse. You spend so much time together, and you really become like family.

[10:00]

Host (Grant):

It’s interesting that from day one, you knew Soapbox would be an impact brand. Even back in 2010, did you feel confident that there was a market for this kind of business model?

David Simnick:

Honestly, I don’t know how I had the confidence, but I did! We just needed a small piece of the market. I knew if we could get 1% of what giants like Unilever had, we could make an impact. Looking back, I’m still amazed by how much we’ve grown. The impact we’ve been able to make, equivalent to a small family office in terms of donations, is a dream come true. Our goal from the beginning was to fund sustainable, community-led hygiene initiatives through our business.

[12:13]

Host (Grant):

How has COVID impacted your business? You’ve been promoting handwashing and hygiene for 10 years—what has this moment been like for you?

David Simnick:

It’s been surreal. We’ve been advocating for handwashing for years, and now it’s finally a global priority. While we wish COVID never happened, it has brought attention to the importance of hygiene. There have been funny moments, too. Suddenly, friends I hadn’t spoken to in years were calling, asking if I had hand sanitizer. It’s been a crazy time, but we were ready. We had already built relationships with retailers, so when they needed millions of units of hand sanitizer, we were able to step up.

[14:13]

Host (Grant):

When did you start forming partnerships with nonprofits, and how do those relationships work?

David Simnick:

From day one, the mission was central to Soapbox. For every product sold, we donate to people in need. Initially, the challenge was finding reliable nonprofit partners. But over time, we’ve built strong relationships with organisations like Clean the World. We’ve done studies that show our impact, like an 85% reduction in diarrhoea-related illnesses in parts of India. Our customers are the ones making that impact possible. They choose Soapbox, and in turn, they help provide hygiene products to those in need.

[21:31]

Host (Grant):

Let’s talk about the reaction from your nonprofit partners over the years. What kind of feedback have you received from them?

David Simnick:

The feedback has been incredible. Our partners are doing amazing work, and they’ve told us how vital our support has been. For example, in India, we saw that 85% reduction in diarrhoea-related illnesses. It’s powerful to know that something as simple as soap can save lives. We’re honored to support these initiatives, and we’re just the conduit. Our customers are the real heroes here.

[26:36]

Host (Grant):

How has your sales strategy evolved? Is it a balance between retail and e-commerce?

David Simnick:

Yes, we’re in a unique position because we span multiple verticals—retail, office channels, e-commerce, hospitality, and more. This diversification has been key to our growth. Before COVID, retail made up the bulk of our sales. But now, e-commerce has become a larger part of our business. Our mission allows us to operate in all these channels and continue growing even during challenging times.

[31:04]

Host (Grant):

You mentioned earlier that branding was a challenge early on. Why did it take so long to get that part right?

David Simnick:

We just didn’t know any better. We took some bad advice, and the learning curve was steep. It wasn’t until 2017 that we got the branding right, and even then, it was tough. We had a lot of distribution but poor branding, so we started losing accounts. But once we rebranded, things started turning around. The lesson here is that branding is crucial, especially in consumer products. We were fortunate to have a great team and a strong mission to help us through those tough times.

[35:12]

Host (Grant):

Design and packaging seem to be huge factors in the consumer goods space. How do you see the evolution of design affecting brands like yours?

David Simnick:

Design is everything. You have about three seconds to capture someone’s attention on a shelf. That’s why it’s so important to invest in good design early on. Consumers today care about transparency, sustainability, and impact, but first and foremost, they want a great product. Once they learn about the mission behind Soapbox, it becomes a bonus. But the product has to stand on its own first.

[40:48]

Host (Grant):

Let’s talk about the future. What are your goals for the next 5 to 10 years?

David Simnick:

We’re just getting started. Soapbox is part of a larger company called Impact Driven Brands. We acquired another brand called Bushwick Kitchen, and we’re launching another one soon. Our mission is to make everyday consumption a force for good. Over the next few years, you’ll see Soapbox in more stores and maybe even on TV! We want to continue expanding our impact and helping as many people as possible through health and hygiene.

[50:41]

Host (Grant):

Thank you for taking the time, David. It’s been an awesome conversation. I wish you and the team continued success!

David Simnick:

Thanks so much, Grant! I really appreciate it.