Meet Lather and Soul
FOUNDED BY
THE INTERVIEW
Written by Boston Women’s Market & Pam Phinney
BWM: Can you tell us a bit about what led you to begin your journey with your business? Was there an aha! Moment?
Pam: When I first started, I was married and had a small home apiary. What began as a way to sell the ridiculous amount of honey I had led me to experiment with beeswax to make lip balms. From there, I got hooked on learning what else I could create. Before I knew it, I was formulating body scrubs, lotions, soaps… basically going down the rabbit hole of cosmetic chemistry because I loved the blend of science and creativity.
After leaving an abusive marriage and surviving a long, messy divorce, I finally rebranded in 2023, something I’d been wanting to do for years. That rebrand was the final act of shedding old skin. My business and my name finally felt mine, not something still tied to that chapter of my life.
That period of rebuilding was full of self-discovery and self-care in every sense. I had to relearn how to show up for myself again, and that became the heartbeat of my business. Lather + Soul is built on the belief that caring for ourselves isn’t just another task on the to-do list; it’s an act of defiance in a world that constantly demands more from us. Through my products, I want people to feel empowered to pause, breathe, and make caring for themselves something sacred again.
As for the “aha moment,” it’s come in waves over the years, usually through my customers. I’ve gotten messages from people who grew up never feeling beautiful, who tell me that using my products helped them see themselves differently or finally feel comfortable leaving the house without makeup. I’ve been asked to curate care packages for others’ loved ones leaving abusive relationships, grieving a loss, or just needing to feel human again. Those moments hit me every time.
That’s when I know I’m doing exactly what I’m meant to do. I may make soap and skincare, but it’s never just soap or skincare. It’s care, connection, and sometimes a little quiet rebellion, a reminder that showing up for yourself is powerful as hell.
BWM: Many women begin their small business journey as a way to seek fulfillment they may not be getting in their 9-5 job. Others aren't sure where to begin and need help "digging deeper" to find what it is that fills their cup. What are some steps someone can take today to begin that journey of discovery?
Pam: The most important thing is understanding your why. Why aren’t you fulfilled where you are? What’s missing? What’s pulling at you that you keep ignoring?
When I was training for my black belt in Krav Maga (I’m now a second-degree, which still blows my mind), my Sensei asked us to find our “why.” Why did we want it? Because when things get hard — and they will — your why is the thing that keeps you from giving up.
Training for those belts was the most physically and mentally grueling thing I’ve ever done. There were moments I thought I had nothing left, but I remembered my why: I was doing it to prove to myself and to my son that I was strong, that I could endure, that I could rise after everything I’d been through. If that isn’t a metaphor for life, I don’t know what is.
The same principle applies to business, creativity, and self-discovery. You have to know what lights your soul on fire. Frankly, you don’t find your purpose on a vision board or in a cute Pinterest quote. You find it in the hard stuff. You find it in the moments that challenge you, break you open, and force you to grow.
If you’re trying to figure out what fulfills you, start there. Sit with your why. Get curious. You don’t need a perfect plan. You just need the courage to start asking yourself better questions. Then go for it.
BWM: Do you have a favorite moment so far with your business? Where you really felt like you were on the right path?
Pam: My favorite moment actually happened pretty recently, and it wasn’t about a big wholesale order or some viral post. It was about community.
I have been struggling with some ongoing personal matters that have been draining me financially and emotionally for over a year and a half. It’s one of those things where you keep pushing through, pretending you’re fine, until you realize you’re not. And I’ll be honest, asking for help is hard for me. Maybe it’s trauma, maybe it’s ego (probably both), but it always felt like failure or weakness.
I decided to get real with my community. I shared what was going on, admitted that things were hard, and ran a sale. Part “thank you” to the people who’ve always supported me, part “I really need some help right now.” I figured a few people might grab a deal and that would be that. But instead, it absolutely blew up. People shared my post, told their friends, placed orders, and so many didn’t even use the coupon code. The support flooded in, and it took me two weeks to pack and ship everything. I cried more happy tears than I knew I had in me.
That moment reminded me that what I’ve built isn’t just a business. It’s a community of people who believe in me, in what I create, and in what my brand stands for. Imposter syndrome likes to whisper that no one cares, that what you’re doing doesn’t matter. But this proved the opposite. People showed up. They cared.
BWM: How have you continued to manage the growth of your business while also finding time and ways to invest in yourself?
Pam: Honestly, I could probably be better at it. When you run a business by yourself, you wear every hat. Sometimes you should outsource because you truly can’t do it all. But when you can’t afford to do that, something’s gotta give, and it shouldn’t be your sanity.
For me, that meant dropping products and narrowing my focus. I’ve done that a lot over the years, and it’s never easy. The nerd in me loves formulating new things, testing ingredients, and improving formulas. But I had to learn that just because I can make something doesn’t mean I should. Streamlining my product line has helped me massively cut down The Overwhelm. Sure, some customers get bummed when I discontinue something, but oh well. I’m the one who has to live with the chaos, and I’m finally okay with setting that boundary. Sometimes that means disappointing people, and that’s part of growth too.
Martial arts has also been huge for me. Training is my nonnegotiable. It’s my happy place, my outlet, and a big part of my healing. I’ve been training for years, and it’s where I met my partner, Matt — yep, found love on the mats. I go several days a week, no matter how busy life gets, because it keeps me grounded.
And I’m in therapy too. There’s a lot of trauma and PTSD to unpack, and while punching and kicking things helps, it only gets you so far. Mental health is everything, and I’m a firm believer that everyone can benefit from therapy. It’s not weakness; it’s maintenance.
BWM: Anything else you'd like to share?
Pam: Soapmaking is my art, but it’s also my activism. I believe what we put on our skin, and what we believe about it, matters. I’m not afraid to call out fear-based marketing or greenwashing, because customers deserve truth, not manipulation.
That’s why I created my Soaps for a Cause initiative. It lets me give back through the work I love, supporting causes that matter, whether it’s domestic violence awareness, LGBTQ+ youth, reproductive rights, and more. More and more people are realizing that every purchase is a vote for the kind of world they want to live in, and I want Lather + Soul to reflect that.
This brand is built on transparency, science, and soul, because self-care shouldn’t come at the cost of your values. People are becoming more conscious and aware; they want to support businesses that align with their ethos. It’s just as important to my customers as it is to me.
Some businesses prefer to stay neutral, and that’s their choice. But it’s not mine. Life is political. Some people’s very existence has been made political, and pretending otherwise is a privilege I won’t exercise. We don’t live in a vacuum. If I’m going to have a platform, I’m going to use it to stand for something that matters.
