Natalie Thorogood

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Natalie Thorogood is an American entrepreneur. Natalie started Soak Society in 2014 and is based in Coolum Beach, QLD.[1]

Natalie Thorogood, founder of Soak SocietyNatalie Thorogood, founder of Soak Society


Soak Society


Coolum Beach, QLD


Early Career

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Soak Society

Natalie started Soak Society in 2014. They detail the beginnings of their company in their Starter Story interview: [1]

Q: How did you get started on Soak Society?

At the time, I was working in a cafe in Brisbane while I finished off my communications degree, and the apartment I was in had a shower/bath type tub. It wasn’t the nicest tub.

I tried to make Sunday evenings my time to relax and unwind after a big weekend working on my feet. I would light candles and read a magazine in the bath, and I was making epsom salt and clay mixes with essential oils. At that point I had been toying with a few other business ideas, but then I realised the answer for a business was right in front of me - I had been creating this product that I enjoyed using, and I couldn’t find any other product in Australia like it at that time. I especially couldn’t find a brand that was a niche bath products brand.

I had the products for a month or two before the name Soak Society came to me one day when I was driving from the Sunshine Coast back to Brisbane. I remember I had to go straight to uni, and I skipped the first part of whatever class I had to sit in the cafe and register the domain and business name - it seemed so urgent!

I didn’t have any background or expertise in manufacturing these kind of products, it was all research I did after I had the idea for the business.

I can’t say that I really validated the idea by doing focus groups or anything like that, I just knew in my gut that this was the product I wanted to make, and the vision was so clear - so I just followed my intuition.

I was so broke - I remember buying my first round of labels and it being like $60 or something and then I didn’t have that much money left over for food or petrol that week. I bought all the raw materials in very small quantities in the beginning, as I was only working 2-3 days per week in the cafe so I definitely didn’t have much spare cash. The thing I did have a lot of was spare time. And I think I did well to use that to my advantage.

Source [1]