We caught up with the brilliant and insightful Rocio Francis a few weeks ago and have shared our conversation below.

Hi Rocio , thanks for joining us today. undefined

In today’s business world, success is often measured by financial gains and material wealth. However, my perspective is deeply rooted in the values passed down by my ancestors, who have thrived on this land for over a thousand years. For them, true wealth was found in the land, in relationships, and in trust built across generations and nations throughout Turtle Island.

My innovation as an entrepreneur has been to return to the simplicity of plant medicine and skincare, paying homage to my ancestors. Through my work, I remind my clients that skincare should be about healing and self-love, rather than changing or improving oneself. Moreover, my approach emphasizes sustainability, ensuring that we leave no trace on the land, giving more by using less.

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 Rocio Aguilar Francis, and I am the proud founder of Morning Mist Soap LLC. I am a Diné, Laguna Pueblo, and Chiricahua Apache woman, a mother, and a survivor of both a stroke and epilepsy. My connection to my Indigenous heritage and personal journey toward healing are at the core of my business. I was drawn to the skincare industry through my desire to return to the healing power of plant-based, natural remedies. Over time, I realized that many modern skincare products are filled with chemicals that do more harm than good, both to our bodies and to the earth. I wanted to create an alternative that honored my ancestors’ use of plant medicine while offering effective and sustainable products to my community.

At Morning Mist Soap, we specialize in handcrafted, eco-friendly skincare products, including natural soaps, lotions, salves, and candles. Every item we produce is made with sustainably sourced ingredients and formulated to heal and nourish the skin. What sets us apart is our commitment to preserving the environment and respecting the earth. Our products are designed not only to promote healthy skin but also to leave a minimal ecological footprint. We encourage our customers to embrace skincare as a form of self-love and care, rather than as a way to change or ‘improve’ themselves.

I am incredibly proud of the relationships we’ve built with our customers, who trust us not only for the quality of our products but for the values we stand by. It’s more than just skincare—it’s a movement toward healing, sustainability, and reconnecting with nature. One of the things I want people to know about Morning Mist Soap is that it’s about giving more by using less—whether it’s less waste, less harmful ingredients, or less impact on the planet. My journey as an entrepreneur has been guided by the principles of my ancestors, and my mission is to offer skincare that heals both people and the earth.

We’d love to hear a story of resilience from your journey.

One story that illustrates my resilience is me surviving a stroke before I was born, having a seizure induced coma and being diagnosed with epilepsy.. It was an incredibly challenging time in my life, physically and emotionally. I was adjusting to the limitations that came with battling this disability while also managing my business and caring for my family. The demands of being a mother and an entrepreneur didn’t stop, even though my body needs time to heal. There were moments where I feel overwhelmed, wondering how I could keep going, but I refuse to give up.

I used my connection to my heritage and my deep belief in the healing power of nature to push through. That’s when I poured myself even more into creating my skincare products, especially those focused on healing and self-care. In a way, my business became part of my recovery, and I realized I wasn’t just making products to help others—I was helping myself too.

That experience made me stronger, not just as a person but as a business owner. It reminded me that even when life throws you challenges, there’s always a way to rise up. I kept going, built my business stronger, and learned to listen to my body and respect its needs, all while continuing to serve my customers. My resilience didn’t come from pushing through alone—it came from finding balance, leaning on my roots, and turning challenges into new strengths.

Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?

Braiding Sweetgrass by Robin Wall Kimmerer has profoundly impacted my entrepreneurial mindset and journey by offering a deeper understanding of the intricate and interwoven relationships between plants, people, and the earth. The book explores Indigenous wisdom, scientific knowledge, and the teachings of nature, which resonated deeply with my values. It highlights the importance of reciprocity—giving back to the earth as much as we take from it, which directly shaped how I approach my business.

Kimmerer’s reflections on the connection between plants and humans reminded me that we are all part of a larger, interdependent ecosystem. This perspective has impacted how I create my products, encouraging me to adopt sustainable practices that honor the land. I’ve applied these lessons by ensuring that my skincare products are crafted in a way that respects and preserves the environment.

Braiding Sweetgrass emphasizes gratitude, reciprocity, and respect for the natural world, and these principles have become the foundation of my brand. This book has shown me that entrepreneurship is not just about profit, but about nurturing relationships—with the land, with customers, and with the greater community. It’s given me a new outlook on how deeply connected and interwoven our lives are with the plants that sustain us.

Contact Info:

• Website: https://Www.Morningmistsoapco.Com
• Instagram: @Morningmistsoapco