TOA Waters Breaks the Stereotypes Surrounding Bubble Baths

Bubble baths are often considered quite feminine. But TOA Waters wants everyone to have the opportunity to enjoy this form of personal care. The company is breaking stereotypes with its unique mix of scents and products. Learn more about the brand in this week’s Small Business Spotlight.

what the business does

Provide premium bubble bath products.

Owner Javier Folgar told Small Business Trends: “We provide a high-end, handmade, luxury bubble bath using only |nido ingredients. Layered with irresistible scents
such as sweet tobacco, linden and agave”.

business niche

Break gender stereotypes.

Folgar says: “People are tired of being put in boxes. Many companies only offer bubble bath products that smell like roses and sliced ​​cucumbers. Women are expected to smell like flowers and men are not expected to take bubble baths as it could affect their “image”. Enough is enough. We have created a line of bubble baths that break gender stereotypes, one bubble at a time.”

How the business started

To provide products that you wished existed.

Folgar adds: “I have always loved taking a bubble bath. I am also an athlete (swimmer and triathlon participant) who relies on a warm bubble bath to aid in muscle recovery. However, when searching for bubble bath products, everything on offer in the market smelled like roses and sliced ​​cucumbers. Also, there seemed to be a social stigma attached to men taking bubble baths. I wanted something different. I had a vision to create a company that would do away with social notions and take back people’s bathrooms.”

biggest win

Partner with a major online retail outlet.

Folgar explains: “Our biggest and most recent achievement was closing a deal with ‘Touch of Modern’. This company is a members-only e-commerce website and app focused on selling men’s lifestyle, fashion, and accessory products. Our association has exposed the TOA Waters bubble bath to its large network of members in the United States. It has dramatically increased web traffic, sales and has taken the company to the next level.”

higher risk

Launch and operation during the pandemic.

Folgar says: “When COVID-19 hit, supply chains were disrupted and the cost of raw materials rose sharply. As a result, we immediately implemented some changes to our operations and pricing strategy. First, we make sure we have enough inventory to handle our customers’ demands for the next 3-6 months. We also research, evaluate and select various suppliers who can provide us with the same raw materials, in case a supplier is out of stock (such as glass bottles).

“Second, we re-evaluated our pricing strategy to ensure we cover the increased cost of raw materials and offer a fair price to our customers. We ended up increasing our prices from $28.99 per bottle of bubble bath to $32.99. We closely monitored sales to ensure that the increase would not negatively affect the company. Since we offer a premium product, customers were not adversely affected by these changes. If things got worse, we could have lost customers due to the price increase.

“We also invest our personal funds (literally all of our savings) to purchase supplies in advance. If we had not sold our products in the next few weeks, we would have been in big financial trouble.”

Lesson learned

Accept the mistakes.

Folgar says: “A company that doesn’t make mistakes doesn’t grow or take risks to get to the next level. Honestly, I wouldn’t repeat any of the mistakes I’ve made in the past (and I’ve made a lot). These mistakes were a necessary process to learn and grow the company.

“My hope is to create a company culture where mistakes are accepted and seen as an opportunity to learn and grow.”

How they would spend an additional $100,000

Expansion of production capacity.

Folgar explains: “As we continue to reach wholesalers across the country, we will need the necessary equipment to increase our production. This would include purchasing additional equipment to bottle the bubble bath, mix ingredients, add a wax seal, label, and ship the products. We would also expand our product offering to additional products such as bath bombs, shampoo, body wash, etc.”

company namesake

Honoring the Cuban heritage of the founder.

Folgar adds: “The Toa River is considered the largest river in Cuba. The river is located in the Guantánamo province of Cuba, which flows throughout the country. The Toa River is well known for its crystal clear waters.

additional passion


Folgar is actually a conservationist by day and runs TOA Waters as a side project. He has more than a decade of experience in the nonprofit world, including working to end the extinction of bats around the world. He even brought this passion to the business in a unique way.

Says Folgar, “TOA Waters’ bubble bath, Cara Cara, was inspired by the wonders of bats. This bubble bath highlights all the wonderful things bats provided us. Many may not realize it, but bats are amazing pollinators. They help pollinate fruits like guava and agave, fragrances inspired by this sweet and refreshing bubble bath.”

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Image: TOA Waters, Javier Folgar

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