Alright – so today we’ve got the honor of introducing you to Javier Folgar. We think you’ll enjoy our conversation, we’ve shared it below.

Javier, appreciate you joining us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

When I started TOA Waters, I didn’t just want to create a bubble bath company; I wanted to change the way people experience self-care, especially for those who may not have felt comfortable indulging in it before. Growing up, I noticed how society often puts labels on things like bubble baths, making them feel like a luxury reserved for certain people. Men, in particular, have often been discouraged from enjoying something as simple as a bubble bath because it didn’t fit a certain image. But I’ve always believed that self-care is for everyone—regardless of gender or identity.

My mission is personal because it reflects my own journey in breaking stereotypes. I’ve always wanted to build something that empowers people to take care of themselves in a way that feels authentic and without judgment. Creating bold scents was my way of offering an alternative to the overly floral or feminine options out there, making room for a broader sense of indulgence.

Beyond that, I’m proud that TOA Waters supports communities I care deeply about, like the LGBTQ+ community. It’s meaningful to me because it’s about more than just products—it’s about creating an inclusive space where people can unapologetically enjoy the small pleasures in life, no matter who they are. My mission resonates with me because it’s ultimately about reshaping the narrative around self-care, challenging norms, and creating something that everyone can feel good about.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

My name is Javier Folgar, and I’m the founder and owner of TOA Waters. TOA Waters is not your typical bath company—it’s a bold, gender-inclusive brand that redefines the self-care experience. My journey into the bath and body industry wasn’t something I had planned from the start, but rather, it came from a personal need and a passion to change the way people view self-indulgence.

I grew up observing the way society puts restrictions on simple things like bubble baths, making them feel like they’re only for one group of people. As someone who personally enjoys a good, relaxing bath, I noticed a gap in the market for products that weren’t overtly feminine, floral, or glittery. That’s where TOA Waters was born—out of a desire to create a line of bath products that people of all genders could enjoy without feeling like they were stepping outside of societal expectations.

Men no longer have to worry about what indulging in a bubble bath will do to their image. And women, whoever said that flowery scents and a side of glitter are all that is appropriate for you?

TOA Waters specializes in bold-scented bubble baths. What sets us apart is that we break stereotypes, who may have been led to believe that bubble baths aren’t for them. We solve the problem of making self-care accessible and enjoyable for everyone, regardless of gender identity. Every bottle we sell is vegan, made with organic ingredients like coconut milk and aloe, and designed to nourish your skin down to its deepest layers.

I’m incredibly proud that TOA Waters is a small, LGBTQ+-owned business that champions diversity and inclusion in everything we do. We’ve created a space where men don’t have to worry about their image when indulging in a bath, and women aren’t limited to stereotypically ‘feminine’ scents. Our bubble baths are for bold bathers who want to immerse themselves in unique, adventure-inspired scents.

What I want people to know about TOA Waters is that we’re more than just a bath company—we’re a movement that’s challenging gender norms and making self-care inclusive for all. Every product we create is crafted with care and purpose, reflecting our mission to provide a luxurious yet authentic bathing experience that celebrates individuality.

I’m most proud of the community we’ve built. Whether it’s at events or through our online presence, I’ve seen how much our message resonates with people who are seeking something different. Our brand is here to show that everyone deserves to relax, reset, and recharge—whether it’s after a long day or just because you need a moment to yourself.

How do you keep in touch with clients and foster brand loyalty?

At TOA Waters, we believe that fostering a personal connection with each and every customer is key to building brand loyalty. One of the ways we do this is by adding a handwritten note to every single order we pack. It’s our way of showing genuine appreciation and reminding our customers how much we value their support. It’s a small gesture, but it makes a big impact by reinforcing that personal touch.

We also prioritize face-to-face interaction with our customers through public events. Meeting our customers in person is one of our favorite ways to connect and build relationships. These events give us the opportunity to receive direct feedback on our bubble bath products, hear what people love, and learn about areas where we can improve. It’s not just about selling products—it’s about listening and creating a dialogue. We genuinely enjoy hearing from our customers and actively soliciting their input. When they share suggestions or ideas for improvement, we take it to heart. We’re always looking to make our products bigger and better, and we want to ensure we’re meeting customer needs—even ones they may not have realized they had. That’s why listening and adapting based on their feedback is so important to us.

Additionally, we offer incentives to encourage brand loyalty. This year, we introduced a subscription program, which allows our customers to subscribe to their favorite products on a schedule that works for them—whether it’s monthly, every three months, or every six months—at a discounted rate. This not only makes it easier for our customers to stay stocked up on their favorite bubble baths, but it also helps build a long-term connection with our brand.

We also have other initiatives to maintain loyalty, such as encouraging customers to join our email list or our Birthday Club, where we offer discounts and special promotions throughout the year. These programs keep us in touch with our customers regularly and offer them additional value as part of our community.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

One of the biggest lessons I’ve had to unlearn revolves around email communication. In the past, I would send out email blasts to my entire subscriber list, thinking, “If they’ve signed up, they should receive every message.” But over time, I realized that this approach was outdated and less effective. People today prefer a more personalized experience—they want content that’s relevant to their specific interests, not just a blanket message sent to everyone.

As we evolved, I realized that simply blasting emails to everyone wasn’t benefiting our customers or TOA Waters. People want the freedom to choose what kind of information they receive. Some are interested in tips on enhancing their self-care routines, like new ways to enjoy their bubble baths, while others just want to know when there’s a promotion or discount available. So, one of the key things we’ve actively been doing is segmenting our email communications based on customer preferences and behaviors. This allows us to send the right message to the right person at the right time.

Another major shift was realizing that having a massive email list isn’t necessarily the goal. Instead, I’ve learned that it’s much better to have a lean, highly engaged list. We began to focus on those who were actively opening, reading, and engaging with our emails. This shift has dramatically improved our email deliverability rates, meaning more of our emails actually land in inboxes rather than spam folders. It’s also fostered a stronger relationship with our customers because we’re sending them the content they actually want, not just blanket updates.

Ultimately, this lesson has also positively impacted our revenue. When customers receive tailored messages that resonate with them, they’re more likely to engage and make a purchase. This more thoughtful approach to email communication has been a game changer for TOA Waters, both in terms of customer satisfaction and our bottom line.

Contact Info:

• Website: https://toawaters.com/
• Instagram: https://www.instagram.com/toawaters/
• Facebook: https://www.facebook.com/TOAwaters
• Linkedin: https://www.linkedin.com/company/toa-waters
• Twitter: https://twitter.com/toawaters
• Youtube: https://www.youtube.com/channel/UCIzMj8Rme38sr-FDddkn9Fg
• Other: https://www.tiktok.com/@toawaters
  https://www.pinterest.com/toawaters

Image Credits

TOA Waters