Hozho Vibes, Dangerous Science, Gangster Rap: the CEO behind Morning Mist Soap Co.
Rocio Aguilar Francis is an Indigenous mother and the creator & founder of Morning Mist Soap Co. The Phoenix desert, home to her family for generations, runs like lifeblood through her veins. Her company is proudly Diné, Laguna Pueblo, Acoma Pueblo, and Apache-owned.
I recently helped Rocio make soap. When I pulled up, I heard Bone Thugs-N-Harmony blasting from inside. I knew then this was going to be a badass experience. When I first met Rocio at Indigenous People's Day, I picked up on her caring nature, hozho vibes, and do-no-harm-but-take-no-shit boss energy.
In her “lab,” I discovered that soap-making is a beautiful yet dangerous process. The safety training I received, along with a coat and goggles, made me realize it is equal parts art and science. Rocio is a self-taught soap maker—informed by the streets, generations of herbal medicinal teachings, and a street-smart understanding of entrepreneurship.
Before the actual soap-making can begin, Rocio has to prep. This includes processing her online orders and purchasing cleaning materials and supplies like soap molds.
After sanitization, set-up, and safety protocols are complete, Rocio shows me how everything must be precisely measured, timed, and handled with extreme care. She blends her own moisturizing base, which is carefully added to the lye, to create cold-processed soap. Even one drop can burn a hole in her hand. Clay-based dye, essential oils, and other natural herbs are then added.
The soap is then poured into molds. Rocio sometimes layers multiple colors in a technique called "swirling." She then tops it with her signature wave design and flowers. It takes 48 hours for the soap to properly cure for safe use.
The result is bars on bars on bars—rows of aesthetically and aromatically robust handcrafted soap that leaves your skin fresh and supple.
Rocio's skincare doesn't stop at bar soap. Her skincare line also includes:
Face Cleanser
Toner
Hyaluronic Acid
Face Serum
Bath Salts
Natural Deodorant
Shampoo Bars
Lotion Bars
Perfume & Cologne
Chapstick
Aphrodisiac Massage Oil
Salves + more
What can't this woman do?!
But don't take my word for it. The reviews speak for themselves.
About sustainability and the next generation, Rocio says:
"My culture is a strong reason for my beliefs in respecting our earth...My idea for creating this brand came from a desire to turn my hobbies of living a sustainable lifestyle into an opportunity to teach others how to do the same all while loving their skin, becoming waste-free and using high-quality ingredients. When I first started Morning Mist Soap Co., I set out with a goal to Re - Indigenize skincare, break generational trauma, and continue teaching vital knowledge to my children."
To support this badass Indigenous mama:
1. Follow Rocio on IG @morningmistsoapco and on Tiktok @thelocalbrickmaker
2. Shop Morning Mist Soap Co. this holiday season. Gift ideas include
Skin care bundles
Spa bundles for a luxurious + budget-friendly at-home experience
Soap Subscriptions so you'll never run out of your favs
Beard oil + balms for the masculine people in your life