How Hannah Scaled Elstree Soaps From 25 Bars to 2,500
By Shannon Kate Murray, Founder & Editor of High Flying DesignWhen Hannah first became interested in what she was putting on her skin, she was pregnant - researching ingredients, reading labels, and searching for products that were both simple and beautiful. By the time her second daughter was born, that curiosity had grown into a full-blown love affair with artisan soap. She thought it was art - and she wanted to learn how to make it herself.
Hannah Capocci-Hunt, Elstree Soaps
Fast forward a few years, and Elstree Soaps is now a thriving UK skincare brand, stocked nationwide and a regular feature at artisan markets from Hertfordshire to Borough Market.
But this isn’t your typical clean beauty origin story. With a neuroscience degree, a pole-dancing studio in her rearview mirror, and two children she home-educates full-time, Hannah’s journey into the handmade soap business has been anything but conventional.
We spoke with her about scaling a product-based business from 25 bars to 2,500, what founders often overlook in the skincare industry, and how she juggles multiple ventures - including a brand-new children's party business - with no signs of slowing down.
Let’s start at the beginning - how did you go from neuroscience to soapmaking?
Hannah: “I always wanted to be a doctor. I didn’t get in the first time, so I studied neuroscience instead and then did a master’s. I was going to apply again, but after my master’s, I realised: maybe this isn’t what I want after all.
So, I pivoted. I started a pole dancing school, ran it for a few years, and then sold it in 2017 after completely burning out. I was teaching all the time and barely doing the thing I loved for myself anymore. That taught me a lot about balance - and about running a business on your own terms.
When I got pregnant with my first daughter, I started looking more closely at what I was putting on my skin. I stumbled across some beautiful soaps on Etsy, started experimenting myself, and completely fell in love with the process. My science background helped - it’s like chemistry. There’s a lot of trial and error, and I really enjoyed creating my own formula.”
Was it easy to create a soap that worked and felt right?
Hannah: “Not at all. You can use soap calculators online, but they don’t tell you everything. I spent ages learning how different oils affected texture, bubbles, hardness, cleansing, and how to balance them. My aim was to create a bar that’s bubbly, gentle, palm oil–free, and long-lasting - and I only got there by testing, tweaking, and lots of failed batches.”
How did you scale from making 25 bars to 2,500 for wholesale?
Hannah: “Honestly? It was rough. I nearly gave up. I had a big wholesale order for Christmas and realised my usual process couldn’t handle it. I had to import bigger moulds from the US, ask my husband to build custom holders, and teach myself how to make 500 bars a day.
My recipe uses a lot of hard butters, so it’s tricky to scale. I had so many failed batches. But eventually I figured out the right temperature controls, the right order of mixing - everything. Now I can do 100-bar batches. One day I’d love to go bigger, but I’m waiting for a quiet moment to experiment again.”
You mentioned the admin side of skincare was intense. What do new founders need to know?
Hannah: “So much more goes into soap than people think. You legally need to get every product safety tested, logged with the government cosmetics portal, and documented in a Product Information File - which means recording every batch number for every ingredient. It’s a lot of admin.
Plus, everything from labels to packaging has to meet regulations. It’s not just making something pretty. If I’d known all this from day one, I might’ve chosen a different business model - but I’m glad I stuck with it.”
Markets are a big part of your business. What makes a good one?
Hannah: “Location and fit matter more than size. Just because a stall costs £300 doesn’t mean it’ll be good. You need to know where you’ll be placed and who’ll be around you. I once got put next to bargain bins and it just didn’t work.
Also - interact. I always try to chat to people walking by. One guy was queuing for cheese and didn’t even look at me, but I asked him to smell a soap, and he ended up spending £70. If I’d just sat quietly, that wouldn’t have happened.”
You also sell through stockists. How did that happen?
Hannah: “Some reached out to me - like a shop in Scotland where the owner’s sister had bought my soap at a market. Others I approached directly. I packed a basket with samples, visited local shops, and just asked to speak to the buyer. It worked!
My biggest account is in Borough Market - I make soap under a private label for them. That wholesale work now makes up a large chunk of my income.”
You’ve even created a second brand - what’s that about?
Hannah: “I launched a sister company called Epic Soaps. It’s for the fun stuff - rainbows, dragons, bright colours. Elstree Soaps is elegant and clean, but I needed space to play creatively without confusing the brand.”
You’re also launching a web design agency and a children's party business. Where do you find the time?
Hannah: “Late nights, supportive family, and to-do lists. My husband helps loads, and my parents pitch in too. We home-educate our girls, so there’s a lot to juggle - but I love building things. The new children's business is called Wonderville, and it's all about imaginative play setups for parties. Think play cafés and mini vet clinics in gazebos - so parents can actually see their children!”
What’s next for Elstree Soaps?
Hannah: “Liquid soap. I’ve started developing a recipe, and I think it’ll be a better fit for wider stockists. Not everyone wants a bar, and liquid soaps are easier to make at scale. I’d love to get into stores like John Lewis one day. That’s the dream.”
And what would you tell your younger self - or your daughters - about choosing a career path?
Hannah: “Don’t get stuck on one version of success. I thought being a doctor was the only impressive option. But success is doing something that fits you.
It’s okay to change your mind. You can start over. Just don’t quit on a bad day.”
Want to try Hannah’s soaps - or learn how to make your own? Visit elstreesoaps.com. She offers in-person workshops for anyone thinking about starting a soap brand of their own.
