Edinburgh mum launches soap empire from spare bedroom after quitting corporate job

Jolene is now set on conquering America with Oir.
-Credit: (Image: Reach Publishing Services Limited)


An Edinburgh mum has shared how she graduated from making soap in her spare bedroom to eyeing world domination with her ethical cosmetic business Oir.

Jolene Roberts worked in marketing with a corporate finance firm but felt she was failing to get fulfilment from her role while being frustrated by office politics.

During the pandemic, the 44-year-old from South Queensferry began researching how to reduce her households plastic and chemical use.

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Shower gel, soaps and other cleaning products became an obvious target and after purchasing ethical products from elsewhere, she began to make her own.

Mum to Charlie, eight, and wife to Allan, 45, Jolene started making soap in her kitchen and before long found herself quitting her high stress marketing job to set up Oir.

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She converted her garage into a workshop but due to Oir’s meteoric rise, she was forced to move to a commercial space in Dalmeny to support the demand for her products.

“After I had my son in 2016, I became much more aware of the environment, and what legacy I was leaving behind for him, so I looked into ways we could reduce our plastic and chemical use in the house,” Jolene said. “Shower gel seemed like an easy swap, so we started using ethical handmade soaps.

“I quickly became obsessed with finding eco-friendly soaps but it was slim pickings. So a seed was planted in my head.

The new Oir shop in Dalmeny.
The new Oir shop in Dalmeny.

“But I was working full time and had a young son, so I didn’t have time to do anything about it. My job was stressful and I felt more and more of a disconnect from the corporate world.

“I wanted to do a job which had a positive impact on the planet, and writing leaflets about pensions wasn't sparking any creativity or passion. Then lockdown happened, and like most of us, I had a load of extra time.

“So I used it to teach myself how to make soap. While I was learning, there were a good few mistakes.

“I even melted our brand-new microwave with essential oil which I think Allan is still raging about. But I got the hang of it pretty quickly.

Jolene's son Charlie has been getting involved with the business.
Jolene's son Charlie has been getting involved with the business.

“I was also lucky to know a great bunch of creative people who helped me with branding.”

Jolene launched Oir in November 2022 while still working full time but soon found she enjoyed being her own boss in a creative job.

“After having worked in the corporate world for 15 years, it's so good to work somewhere we can pivot and change direction at the drop of a hat,” she continued. “I've had to learn so much about all aspects of running a business.

“I do sometimes dip into short term corporate communications contracts to help with business cash flow, but I can't see myself ever going back full time. Working in this way just confirms to me I have done the right thing setting up Oir.

“Charlie is very proud of what I've built, and Allan seems to have managed to get a part time job that he didn't ask for. He helps out at markets, does most of the DIY in the shop and has taken on more than his fair share of housework, childcare and tea making.”

Jolene's husband Alan has ended up with a second part-time job by supporting his wife.
Jolene's husband Alan has ended up with a second part-time job by supporting his wife.

Jolene was glad to leave behind the ‘office politics’ of her previous ‘draining’ role but admitted setting up her own business was a new challenge.

“I'm not saying running Oir isn't stressful, as I've been challenged in ways I could never have imagined, but the passion I have for this job overtakes that,” she added. “When we started everything was on a budget.

“I launched the whole thing with about £2,000 and had to be pretty creative sometimes. I started working part-time, and we got our garage converted so I was able to set up a dedicated soap studio there.

“It was pretty clear that we were not going to be working there for long though as things got busy. I took part in a few trade shows, and grew the wholesale side of the business to a point we couldn't manage in the house.

The new soap making base situated in Dalmeny.
The new soap making base situated in Dalmeny.

“I ended up employing someone and we began falling over each other. In December 2023 I was lucky enough to secure some funding which led to us moving into a commercial space and expanding our team.

“We've been working here since April, and it has helped us increase our production. We stock over 150 shops around the UK, Switzerland, USA, Panama and Germany, and have just opened up the retail part of our shop in Dalmeny, just outside South Queensferry.”

Jolene said she has had to overcome many challenges in getting to this point and added money is always the biggest stress when trying to grow the enterprise.

“I have a team now, and rent, and bigger bills for materials, so there is a lot of pressure to get the sales in to pay everyone every month,” she continued. “But it has all been worth it.

The interior of the store.
The interior of the store.

“I hope that as Oir grows, it helps people make more environmentally savvy choices about the products they use, while never having to compromise on quality. I like to think Oir is helping change the future trajectory of the planet, one soap at a time.

“We are set on global domination! I have huge dreams for Oir to be a globally recognised brand challenging the traditional norms in the beauty industry. After a trip to California earlier this year, we have a production facility lined up there.

“But like many other startups, we need investment to do that. We have really lovely and loyal customers that have made Oir what it is today, so I'd like to thank everyone who has been part of the journey so far.”

Jolene backed anyone looking to quit their job and follow their passion.

“My advice is do it,” she said. “If you have an idea that you know in your heart you could make work, why not give it a shot?

“It will be hard, but it could also be the most amazing thing you have ever done. I want to get to 70 and look back and be proud of what I have done, not sad I didn't try.”

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Oir’s new store sells a variety of ethical products from soaps to lip balms and other natural cosmetics.

It is located on Main Street Dalmeny and is open from 10am-4pm Monday, Tuesday, Thursday and Friday.

The store is only open from 10am-1pm on Wednesdays.

You can also shop online here.