Eco-friendly soap maker: “So many doors have opened for me”

Nature and art inspire Veronica Cruz. That’s why she created Humble Earth Co. 

Her handmade, eco-friendly artisan soaps, creams, body scrubs and beard oils look and smell beautiful, are good for the skin and support tree planting all over the world.

Working manually with natural materials and scents like Rosemary, Juniper Berry & Mint or Himalayan Cedarwood & Fir Needle makes Cruz feel closer to the earth and to traditions that can be “lost in this world that is always so fast and industrialized.”

‘A little push’ to succceed

While her self-care products received rave reviews from customers, the south Phoenix resident needed help ensuring a steady supply of orders.

A friend recommended she join Local First Arizona’s Fuerza Local Business Accelerator. The Spanish-language training program expanded to the Verde Valley in 2022.

“So many doors have opened for me,” Cruz said. “This program was a little push that I needed to get out from where I was stuck.”

Big things ahead for Humble Earth Co.

Since graduating, Cruz has increased her sales not by double, triple or quadruple — but eight times over!

She also has hired her first employee, expanded her online presence and even shipped internationally. Now she hopes to find resorts, boutiques and gift shops to carry her products. 

Fuerza Local “awakened that passion that fills me, that fire,” Cruz said. “I am very grateful to Fuerza Local and all of you who have given us that unconditional support.”