Starting in middle school, Madison Soap Company owner, Laura Daly, dreamed of owning a business that made the world a better place. In 2003, she moved to Turkey and discovered the bounty of fresh food markets and natural soaps made from plant oils. In 2013, she went on a soapmaking date and that is when the wheels really started to turn. A single mom of two toddlers, living in a one-bedroom studio, she decided to pursue her dream. A year later, she released a line of sustainable vegan and organic soaps made with essential oils and ingredients from local Madison businesses at the Willy Street Co-op in Madison, Wisconsin. In 2022, she launched MADTOWN Soap Co, a palm-free soap brand that focuses on seasonal subscriptions. ‘My morning shower is what grounds me,’ she says. ‘When I wash with an intentionally crafted handmade bar of soap and put on handmade clothes in the morning, it sets a mood for the day. It reminds me that I’m part of a larger community and it’s time to bring my sparkle to the party.’ MADTOWN Soap Co donates soaps locally to both DAIS and The Beacon and is currently seeking local business partnerships to create white-label soaps that fundraise for Madison nonprofits.