Mission
At Soak, our mission is to quickly, comfortably and sustainably move people from fear to elation and into their favourite clothes.
Laundry can be easy, fun and fast!
Help us create a cultural shift via a Soakworthy movement that helps people be their best selves by caring for and wearing their favourite clothes — whether they’re purchased, handmade or handed-down.
Soakworthy
/sohk wur-th ee/
1. Something deserving of special care and attention because of its emotional value
2. A person or thing that merits recognition for manifesting Soak values
Soak Wash gets its start
Soak launches with 3 fresh fragrances – flora, aquae, and citrus – and is sold via Jacq’s Hats. Soak launches in Canada and the US, with tons of retail interest at knitting industry events.
Soakworthy pursuits
Scentless and Celebration hit shelves, Soak set its sights on lingerie, and the Soakworthy philosophy gets its start.
Unleash is… unleashed
In partnership with Ravelry, Soak launches limited-edition fragrance Unleash, which sells out in a single day!
Real Simple magazine features Soak Wash, and brand awareness just keeps on growing.
The Soak evolution continues
Soak sales grow and expand across the UK, including being sold at luxury UK lingerie shop Rigby & Peller. Lacey launches, Handmaid debuts, Soak makes Martha Stewart magazine.
Sustainability, Soakboxes and super-cute basins
Soak switches to 100% RPET bottles, Soakboxes launch, and Carrie and Phil basins arrive to round out the Soak collection.
Flat-out fabulous
We introduce Flatter ironing spray, Yuzu debuts as Soak’s latest scent, and our bottle packaging gets a makeover. In 2014, the world meets earthy, fruity Fig, which becomes a particular favourite among knitters.
Going global
We add distributors in Belgium, Poland, Sweden, Singapore, New Zealand, and Australia, making Soak a truly global brand.
Soak introduces Pineapple Grove, Wirecutter says we’re #1 for hand-washing AND we win the TNNA Business Innovation Award.
More innovation
We introduce Eco Wash Bags (made with recycled plastic!), and get $100K from the Women Entrepreneurship Fund.
The great pandemic pivot
Hand sanitizer by Soak helps Soak and our retailers stay afloat, and we lean hard into our self-care and community values.
Getting wild about laundry
We introduce our Wild Mint – and a bottle design that’s the result of our work with OCADU on inclusivity and accessibility.
Soak® always.
Made from gentle, skincare-grade ingredients, a little bit of Soak goes a long way, and can be used for hand-washing, machine-washing or spot cleaning.
Rinse never.
Rinse-free means less work for you and less wear-and-tear on your items. But you can always rinse if you want to.
Keep forever.
The gentle, no-rinse formulation is easier on your clothes, so the items you love most will last longer.
Meet Jacqueline & the Team
We’re a tightly knit team over here at the Soak head office. Our small group of dedicated Soakspeople is made up of entrepreneurial thinkers, creative crafters, and dedicated hand-washers. Between us we speak 13 languages! Find out a bit more about the people and personalities behind our brand.
Jacqueline
Job Title: Director of Possibilities (aka Founder)
Superpower: Masterful & messy. Confident & fearless—as I manage both my family and my role heading up Soak.
Fave fragrance: Wild Mint
Alexandria Cortez
Job Title: Social Media Maven (aka Marketing Coordinator)
Superpower: I believe in equality for all. And I strive to live a sustainable life.
Fave Fragrance: Lacey
Amanda Terra
Job Title: Cold Call Captain (aka Inside Sales)
Superpower: Sweet, savvy sales...often before the sun comes up!
Fave Fragrance: Pineapple Grove
Anthony Stephenson
Job Title: Mover & Shaker (aka Warehouse Associate)
Superpower: A smile that lights up the room - warehouse or otherwise!
Fave Fragrance: Scentless
Diana Cardozo
Job Title: Digital Dynamo (aka Marketing Manager)
Superpower: Knows what's on your schedule and to do list better than you do.
Fave Fragrance: Celebration
Melody Stumpf
Job Title: Chief Soaksperson (aka Sales Director)
Superpower: More tenacious than grass stains on your favourite white shirt.
Fave fragrance: Fig
Priya Narkhede
Job Title: Financial Wizard (aka Accounting & Finance)
Superpower: Numbers, numbers, numbers...and making sure my family & co-workers are well fed!
Fave fragrance: Celebration
Rachel Bélanger
Job Title: Product Wrangler (aka Operations Director)
Superpower: Bringing method to the madness.
Fave fragrance: Yuzu
Sayed Ghiasy
Job Title: Mover & Shaker (aka Warehouse Associate)
Superpower: Quiet kindness. Pop music afficionado.
Fave fragrance: Wild Mint
Suzanne Paquette
Job Title: Idea Architect (aka Vice President)
Superpower: Equally strong left and right brain capabilities—solving complex puzzles and doing it in style.
Fave Soak fragrance: Yuzu
Tanja Berger
Job Title: Central Intelligence (aka Inside Sales & Training)
Superpower: Shape-shifter - juggling all the tasks while staying young at heart.
Fave fragrance: Lacey
Ted Clarke
Job Title: Systems Whisperer (aka IT & Infrastructure)
Superpower: Keeping cool under pressure.
Fave fragrance: Scentless
