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Soap Star

The positive vibes are flowing, and everyone's pitching in at this funky soap city.

By Marty McCarty

Opinions expressed by Entrepreneur contributors are their own.

"The secret to our success is to hire positive,untraditional thinkers," says Emily Voth, 39, who launchedIndigo Wildeight years ago with the Zum Bar, a $5.25 handmade goat's milksoap. This year, sales from Indigo Wild's unisex line of pure,herb-infused soaps, spritzers and oils will near the $5 millionmark.

Early on, Voth met a marketing challenge by enlisting an agencyto introduce Indigo Wild into pop culture. But she says thecompany's cachet blossoms from an internal ingredient--the"good karma" employees generate at Indigo Wild'sfunky soap city, a converted Kansas City, Missouri, warehouse.There, in a free-flowing, throw-the-book-away atmosphere, Voth saysshe doesn't lead--she follows an energy stream as 35 employeespour creativity into products, sales and development. "We callit our 'mojo tree,'" she says, and when cultivated,"positive reactions branch out from a single seed."

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