Somebody cue that song by Cameo, because these super affordable soap bars look and smell…like candy!

Katrina Madden is the owner of Epiphany Skincare, soon to be ES Naturals, where she handmakes natural skincare products starting at $6.00 that promote healthy, glowing skin. 

"Our skin is our body's largest organ," she tells Kin + Dignity Magazine.  While her products look good enough to eat, each item is custom made to target and treat breakout cycles of melanin-rich skin. 

Most importantly, 30 years of soap-making experience affords her the opportunity to create generational wealth for her family. Let’s go behind the brand to find out how Katrina got started!   

Let's talk about your connection to the South.  Did you grow up in Florida?

“I currently reside in Pensacola, Florida, near the Navy base, but I was raised in New Jersey. My last year in high school, my father was stationed in Myrtle Beach, South Carolina. I had been overseas, but I had never been down South. 

So, when did soapmaking become a part of your life? 

I remember in 1992, after moving to South Carolina, we went to an open-air market in Charleston, and I saw this lady cutting what I thought was candy.  Come to find out, it was soap. I was in a trance watching her and I bought some from her. 

Being from New Jersey, I never thought you could make soap, so I was absolutely intrigued. This was before the internet was popular, so I went to the library and began my research. I was fascinated by the chemistry of soap making.”

How did you get into skincare? 

“My dad was stationed in Fort Walton Beach, Florida, during his last year in the military. While living there, I met an herbalist named Winona from the Kiowa Nation Tribe, and in 1998, she hired me to work at her botanica. She was one of my biggest influences. 

She taught me a tremendous amount about herbal medicine and how you can heal your body naturally. I combined my soap-making skills with my newfound knowledge of botanicals and started making herbal soaps. I had an epiphany, which is how I got the name Epiphany Skincare.”

Within the past 5 years, natural skincare has become immensely popular amongst our culture. Why do you think that is? 

“I think people are starting to realize the damage that chemicals cause not just internally but externally. Our skin is our body's largest organ. It has a faster absorption rate than we think. 

As a culture, we are embracing the total natural process. Recently, I have seen a lot of big box stores going all-natural and it really is affecting the small business community. We have really put in the work and research to provide quality products to our customers.”

What matters most to you and how does that impact your business?

“Having a good product that is effective and affordable. 

In the past, I had skin issues and needed a  certain product, but it was unattainable because it was too expensive for me. I keep my prices affordable so people can have access to it. 

Our people are prone to eczema, psoriasis, and hyperpigmentation, and it is important that we have answers to those issues.” 

What type of products do you offer?

I started off with natural soaps and facial scrub.  I realized that after we exfoliate, we need a moisturizer. So now I offer natural lotions and face serums."

How do you test your products?

“I have teenagers so when it comes to acne-prone skin, they are my testers!  I've learned to recognize different skin types. When customers come to me with problems, I ask them a few questions to determine if they have dry, oily, or acne-prone skin. 

I like to talk to people so I can find out what they need.  It's fun to try and come up with a holistic product they can benefit from. I may not be able to address everything because skin problems sometimes come from our diet and lifestyle.” 

I see online that you have your own perfume, can you tell us more about that product?

“I like to get creative sometimes. I was at a women’s conference and was asked to make something for the attendees. 

Our sense of smell triggers our memories, so I wanted them to be reminded of their time at the conference.

I thoroughly enjoy formulating perfumes and I will be pushing towards that in 2021, mainly because I do not see a lot of African American perfume makers. 

In fact, we will be rebranding to ES Naturals because we are now more than skincare products.”

What inspired you to make your products?

“I have always had an entrepreneurial mindset. I struggled for a lot of my life and I wanted to build a future for myself and my kids. 

Soap making is something I am good at and I had family and friends asking me for soap, so I decided to pursue what I was passionate about. I wanted to break that poverty cycle in my life by not just wishing but by acting towards my goals.  

It was scary to share my products with everyone, but these are the steps I must take if I want to be successful."

What advice would you give to Southern men and women about skincare?

“Skincare starts from within. Stay hydrated with plenty of water. Try to live a healthy lifestyle. Cut back on things you may do excessively like drinking or smoking and get plenty of rest. 

Lastly, what works for someone else may not always work for you. Make sure it is tailor-made just for you!"

How are you educating others on skincare?

“It’s a little difficult with COVID but I loved being out at marketplaces and having those face-to-face discussions. Now, I must rethink the way I do business. I plan on doing more YouTube videos because I can drop educational nuggets."

What makes your business different from big box brands or other natural soap makers?

It has been 30 years in the making and it has stood the test of time. I did not just pop up and start doing something, the background is there. 

Another thing that makes it stand out is that I use my soaps as a creative canvas, with colors and designs that will attract the eye. It is a treat for your skin. 

Anyone can buy a bar of soap, but my bars catch your eye first."

Katrina’s amazing creations of "Natural Skincare Just For You" can be purchased online at esnaturals.com. But if you’re local to the Pensacola area, Epiphany Skincare products are offered at Bodacious Shops located downtown. 

And we’re excited to share that Epiphany Skincare has recently expanded to Pensacola, Florida’s first and only black grocery store, The Busy Bee. 

Are you next to be featured on Kin + Dignity Magazine? Contact us to get featured and share your story.