Our Why

I took a beat before writing this. Terra Sulis is so many things to me as a founder and a maker, and I often wonder what it represents to you.

Did I start making natural soap to solve a problem? Yes. My daughter’s eczema and her reactions to the synthetic perfumes in "regular" soap were the initial spark. I was tired of the dryness and tightness that comes from harsh detergents masquerading as soap. As a scientist, my natural state is one of curiosity and creation, and I knew there was a more intentional way.

But Terra Sulis evolved from something deeper than a formula.

I remember a "lightbulb moment" in a supermarket aisle back in June. Looking at the processed ingredients and the omnipresent palm oil, I felt the weight of the damage being done, to our skin, our wellbeing, and our planet. Once I had seen it, I couldn't unsee it. I saw the big branding and the massive corporations, and I realised how little of it felt rooted here in Aotearoa.

At the time, I was working in Venture Capital. I told myself we were helping founders chase their dreams, but I saw the toll it took: the stress of the "10x valuation" and the heartbreak of liquidation. I realised that while my morals were intact, I was a tool in a system that didn't value the slow or the authentic. I craved honesty.

I used to daydream about being surrounded by darkness, not knowing what was beneath me, and leaping anyway. One miserable day at work, I realised my career no longer aligned with my soul. So, I took the leap.

With no safety net but a small amount of savings and a lot of heart, I chose a new path. It remains one of the best decisions of my life.

I saw so many people like me - tired, stressed, pouring from an empty cup. Terra Sulis exists for you: the conscious individual who understands that a purchase made with intention is a small act of rebellion.

Our soap bars, cubes, and gift boxes are often chosen as thoughtful alternatives to a bottle of wine or a bunch of flowers. But I believe they are even more perfect when chosen for yourself. They are pieces of quiet luxury waiting for you at the sink or in the sanctuary of your bathroom.

Terra Sulis is born from the wild. Our botanicals are ethically gathered; our recipes are inspired by stormy beach walks, forest hikes, and joy-filled conversations. Some ingredients come straight from my garden - a patch of earth that hasn’t seen a herbicide or pesticide in almost a decade.

I know a bar of soap isn't a cure for everything jarring in the world. To me, it is simply a small, beautiful antidote. It is something considered, intentional, a little rebellious, and good, present in your everyday ritual.

Take a little time for yourself. Be wild, or be calm. Daydream of your next adventure or your next moment of stillness. Thank you for joining me as I try to create something "good" in a big way, starting with something small.

Anna