Core Values || Transparency

Now let’s explore the last core value of Searl Soap Company: Transparency.

Hi, I’m Loni. That’s me above. I’m the human running a (very) small business focused on creating healthy, sustainable products for other humans. And I have zero interest in tricking anyone into buying them.

We live in a time where words like “sustainable,” “eco-friendly,” “natural,” and “clean” are everywhere—and for good reason. People care about their health and the environment and want to make thoughtful choices, which is so great. The problem is, many companies use those words just to boost profits. The greenwashing, healthwashing, and even science-washing make it hard to know what you're actually buying. I’ve been in that spot too many times, and eventually decided to just start making whatever products I could myself. That’s how Searl Soap Company began.

This is exactly why transparency matters so much to me. I want you to feel at ease buying from me—no second-guessing, no reading between the lines. I’ll always be upfront about everything: ingredients, practices, even mistakes.

A Story of Transparency

Here’s one example. If you’ve followed me for a while, you might remember when I found out my “eco sponges” weren’t as compostable as I thought. I was told they were made of sisal and wood pulp, but it turned out they also contained polyester silk, which breaks down into microplastics—the very thing I try to avoid with my products. Even though it was a small amount, I pulled them immediately, posted publicly about it, asked more detailed questions of my suppliers, and began the search for a truly plastic-free alternative (which I’ve since found and is the “new” Eco Sponge seen here!). It was frustrating, but it made me better informed and more careful moving forward. And I didn’t try to hide any of it from anyone. We’re all still learning and doing our best with the information we have and I trusted my customers would understand that.

I’m naturally all-or-nothing by nature (you may have guessed). That means I don’t cut corners—especially for things I feel are very important. I think through decisions very thoroughly, weighing all the factors, especially when it comes to health and sustainability. These values are more important to me than profit. Yes, I need to earn a living, but money does not drive my decisions.

Did You Know?

Given how seriously I weigh every decision and in the spirit of transparency, you may be surprised to hear that all of my cloths, sponges, and brushes are currently made in China. Considering everything I’ve said up to now, I’m sure you can understand this decision was made thoughtfully, especially as it relates to sustainability! Here’s a brief explanation to provide some context.

One of the main reasons these products are sourced from China is because many of the natural materials used—such as bamboo and loofah—are native to Asia. Despite my best efforts to source from Canadian or North American suppliers, I’ve found that most of what’s available locally are the exact same Chinese-made products, simply resold. Here’s two examples of why this is.

In many cases, local manufacturing simply isn’t feasible. For example, I spoke with an amazingly talented local woodworker who is deeply committed to living simply, locally and sustainably. Even he sources the same overseas made palm brushes that I sell. The reason? North American manufacturers simply aren’t set up with the specialized machinery required to insert bristles into the brushes. Manufacturers in China are. As well, the amount of time it would take to turn the wood for each brush, as opposed to using automated machinery, would make them cost-prohibitive.

Secondly, let's consider loofah-based products. I’ve connected with a few farmers interested in trying to grow them locally as well as looked into a loofah farm in the Maritimes. So far, they haven’t been able to grow loofahs with the density required for my products—likely due to our growing climate. I’ve even been in touch with a charity in India that works with women entrepreneurs to explore a more direct and empowering supply chain. While I am hopeful to move in this direction, these efforts are still in progress.

I remain committed to finding ways to bring production closer to home. Until then, I believe that offering these thoughtfully sourced, plastic-free alternatives—even if made overseas—is a much better option than resorting to synthetic or disposable products.

My Commitment to You

Could I use marketing tricks to give a misleading appearance or make you feel discontent with what you have even if what you have is just fine? Or could I cut costs with cheaper subpar ingredients? Sure. Do I want to? Not at all. You won’t see me price something at $8.99 to make it seem cheaper—it’ll be $9. I’m not here to make you feel like what you already have isn’t good enough. The world does plenty of that already. I’m here to offer quality products you use everyday that are simple, honest, and trustworthy.

That’s a quick look at my third core value: TRANSPARENCY. Now let's explore the other two core values of Searl Soap Company—HEALTH and SUSTAINABILITY.

(As always, other than links to my own products, the links included in this post will bring you to more information, not where to buy a product.)