We’re excited to introduce you to the always interesting and insightful LeAnn Crouch. We hope you’ll enjoy our conversation with LeAnn below.

LeAnn, thanks for taking the time to share your stories with us today Before we get into specifics, let’s talk about success more generally. What do you think it takes to be successful?

I believe success is built on three things: desire, dedication, and faith. These can exist in any order, but not without each other.

Desire is the spark that starts the fire. It’s that thing inside you that whispers a question and a solution, and it won’t leave you alone until you follow that voice. I didn’t start Twisted Willow to chase success. I started it because I had a deep desire to create something honest, organic, and useful. I wanted people to feel good in their own skin using products that supported their wellness while still smelling nice.

Dedication is where your boots hit the pavement. Literally, when it comes to small business. It’s easy to be excited on day one, but success lives in the days you don’t want to show up but do anyway. I’ve made products during power outages, driven through snowstorms to get to a market, and pulled 18-hour days to hit deadlines. Dedication is choosing to move forward, even when things are uncomfortable or unclear.

Faith is what carries you through the unknown. It’s not blind optimism. It’s rooted in trusting that your vision has value, even if no one else sees it yet. I’ve had to learn to hold faith in myself, in the timing of things, and in the idea that if I stay aligned with my purpose, the results will follow. Sometimes that means taking a leap without knowing if there’s a net to catch you.

Success is not about perfection. It’s about showing up day in and day out, doing the work no matter the obstacle, and having faith in your vision.

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?

I’m LeAnn Crouch, owner and founder of Twisted Willow Soap Company. I’m a rancher’s daughter, a maker, a teacher, and a stubborn believer in the power of doing things the right way even when it’s the hard way. Twisted Willow started over a decade ago with a simple goal: to make clean, honest, effective bath and body products for people who care about what goes on their skin.

I got into this industry through necessity and curiosity, much like many other makers. I was frustrated by the ingredients in commercial skincare, and even more frustrated by the lack of transparency. I didn’t want to keep settling for products that made me choose between my health and my budget. So, I rolled up my sleeves and started learning. I studied chemistry. I tested, failed, tweaked, and tested again until I created formulations I could stand behind. I developed products that were organic, effective, and free of the junk most people don’t even realize they’re putting on their bodies along with the passion to educate others about wellness.

Today, Twisted Willow offers a full line of bath and body products (including soaps, lotions, body sprays, shower steamers, deodorants, sugar scrubs, bath bombs, skincare, and more), all handcrafted in small batches using ingredients you can recognize. We’ve also introduced apothecary-style herbs and teas, aromatherapy blends, and nourishing shampoo bars. Everything is made with intention and integrity, and if it doesn’t meet that standard, it doesn’t make it to the shelf.

Twisted Willow is more than a product line—we’re a community. We now have a brick-and-mortar store in downtown Belleville, Michigan, where we offer both goods and experiences. We host classes on soap making, herbology, mindset, manifestation, and intuitive living. We invite in other local artists, healers, and small businesses because we believe there’s room for everyone to grow. We teach people how to make things with their own hands, and how to reconnect with themselves in the process.

What sets us apart is that we never lost our roots. We started at Eastern Market in Detroit, and we still show up every Saturday with our tables full and our hearts open. We didn’t just build a brand; we built a reputation, one customer at a time. People know us for our quality, our consistency, and our quirky sense of humor. (We’ve got a soap called “Funk Fighter,” and a mascot gnome named Terrance. That should tell you a lot.)
I’m most proud of the way we’ve stayed true to our values while continuing to grow. We’re woman-owned, LGBTQ+ owned, cruelty-free, and committed to sustainability. We believe in these values not as a trend, but as a promise. We’ve made wellness approachable, fun, and community-focused, and I think that’s what people connect with.

If there’s one thing I’d want new customers or followers to know, it’s this: Twisted Willow is about more than soap. It’s about self-care that means something. It’s about standing in your truth, building what you believe in, and taking care of yourself and your team so you can take care of others. Whether you’re here for a bath bomb, a mindset class, or a handmade gift, you’re part of the Twisted Family. And we’re really glad you’re here.

Can you talk to us about how your side-hustle turned into something more.

Twisted Willow was born during one of the most personal and transformative times in my life. After a cancer diagnosis, I found myself not only navigating treatment but also questioning the harsh ingredients in everyday skincare. I began making gentle, organic bath and body products—first for myself, then for the women in my support group. It wasn’t about starting a business; it was about healing. Those early creations became love notes to our bodies, reminders of resilience, and a way to reclaim a sense of control and comfort when everything else felt uncertain.

That spirit of care and connection found a larger audience when we took Twisted Willow to Eastern Market in Detroit. It became a huge part of our growth and visibility, and that’s truly where Twisted Willow started to blossom. Our first official booth at Eastern Market was a turning point. If you’ve never been, it’s a must-visit as it’s one of the oldest and largest year-round open-air markets in the country, rich with history, culture, and community. There’s truly nothing like it. The energy is electric, the vendors are passionate, and the support is unmatched. You can learn more about the market and plan a visit at easternmarket.org—trust me, it’s worth the trip.

Something even bigger grew from those market mornings. We eventually opened our brick-and-mortar store in downtown Belleville, which has become a home base for more than just handcrafted skincare. It’s a space for community, creativity, and care. We offer holistic wellness classes, a thoughtfully curated apothecary, and a showcase for local makers and artists who we’re proud to call family. Twisted Willow isn’t just about products—it’s about people, purpose, and creating a space where everyone can feel a little more at home in their own skin.

Where do you think you get most of your clients from?

Our best source of new clients has always been the people we serve—especially those we meet at Eastern Market and the incredible events we participate in. We also put a lot of heart into the events we choose. Whether it’s a community event, a local Pride celebration, or our own in-store classes, we show up with intention. We’re not there to sell; we’re there to connect. That kind of energy is contagious.

But at the root of it all? Integrity and consistency. We don’t cut corners. We keep our promises. And over time, that builds a reputation you can’t buy. Word of mouth has been huge for us, with happy customers sharing their experiences with friends, family, and even strangers who compliment them on their glowing skin or ask where that amazing smell is coming from. It’s grassroots, and that’s the kind of growth we’re proud of.

Contact Info:

• Website: https://www.twistedwillowsoap.com
• Instagram: https://www.instagram.com/twistedwillowsoap
• Facebook: https://www.facebook.com/twistedwillowsoap