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

Alright, Shena thanks for taking the time to share your stories and insights with us today. So, let’s start with trends – what are some of the largest or more impactful trends you are seeing in the industry?

One of the biggest trends I’m seeing in the skincare industry is brands stepping away from the traditional, clinical, or “earthy” look of natural skincare. For years, we’ve been conditioned to associate natural products with beige packaging, minimalist labels, and a very soft, spa-like aesthetic. But today’s consumers—especially younger ones—want more boldness, personality, and edge in their skincare.

At Atlanta Bath Company, we knew from the start that we didn’t want to blend into the background. We wanted to disrupt the idea that natural skincare has to look and feel a certain way. That’s why our branding leans into bold colors, punchy taglines, and a competitive spirit that challenges big commercial brands. When we launched our campaign with the tagline “Smell like an upgrade, not a department store,” we immediately saw customers resonate with the idea that skincare can be modern, luxurious, and unapologetically different.

This shift away from traditional aesthetics presents a huge opportunity—especially in a space that has long played it safe. Skincare is personal, but it’s also an experience. Why shouldn’t that experience feel fun, confident, and even a little rebellious? The challenge, of course, is re-educating consumers who are used to equating “natural” with muted and minimalistic branding. But that’s exactly what makes this moment so exciting—we get to redefine the industry’s look and feel, proving that skincare can be both effective and eye-catching.

Atlanta Bath Company isn’t just selling soap. We’re selling a lifestyle shift—one where natural products aren’t just an alternative but the main event.

Shena, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’m the owner of Atlanta Bath Company, a brand redefining natural skincare with bold formulations and modern aesthetics. I have a background in journalism and accounting. I built Atlanta Bath Company to break away from the traditional, overly simplistic skincare.

The idea for Atlanta Bath Company came 8 years ago from my personal frustration with the lack of variety in natural soaps. I wanted a product that was not only good for the skin but also different from the usual lemongrass and lavender options you see on store shelves. I was looking for something fresh, exciting, and effective—something that made self-care feel special. Taking my grandmother’s cherished soap recipe and reformulating it to make it more up to date.

That desire led me to start crafting my own soaps with unique scents like blueberry lemonade, strawberry shortcake and peach cobbler. These weren’t just skincare solutions; they were products that elevated the self-care experience. What started as a need for myself, turned into a business when I realized how many others were also craving something new and different in the natural skincare space.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

One of the biggest lessons I had to unlearn as a business owner is the idea that I have to do everything myself. When I launched Atlanta Bath Company, I was in full “superwoman” mode—handling product development, marketing, customer service, social media, and even packing orders. At first, it felt like a badge of honor. I was proud of how much I could juggle. But over time, I realized that wearing every hat wasn’t a strength—it was a bottleneck.

I remember a turning point when a large order came in right as I was finalizing a new product launch. I was so caught up in the day-to-day tasks that I wasn’t able to focus on growth. Instead of working on strategy and expansion, I was stuck managing things that someone else could have helped with. That’s when I learned that delegation isn’t a weakness—it’s a power move.

Since then, I’ve embraced building a team, outsourcing where needed, and focusing on the bigger picture. As a founder, my role isn’t to do everything—it’s to ensure everything gets done well. Letting go of that “do it all” mentality has been one of the best shifts for both me and Atlanta Bath Company.

How did you build your audience on social media?

When I started building my audience on social media, I didn’t follow a strict formula—I focused on being real, relatable, and consistent. I knew early on that people connect with stories, not just products, so instead of just pushing sales, I let people into my world. I shared behind-the-scenes moments, my thoughts on the skincare industry, and even my own struggles with balancing business and life.

One of my biggest wins came when I stopped trying to be overly polished and just started talking to my audience the way I would talk to a friend. Whether it was through my YouTube channel or Atlanta Bath Company’s pages, the key was always authenticity. If I was passionate about something, I’d talk about it. If I was frustrated with something in the industry, I’d call it out. That honesty helped me stand out in a space that can sometimes feel overly curated and impersonal.

For anyone just starting out, my biggest advice is:

Show up consistently – Even if you don’t have a big audience yet, keep posting, engaging, and refining your message.

Be yourself – People are drawn to authenticity. You don’t have to sound like every other brand or influencer—your unique voice is your power.

Tell stories – Don’t just sell a product or an idea—share why it matters to you. Stories build connection, and connection builds community.

Engage with your audience – Social media is a two-way street. Respond to comments, ask questions, and make people feel like they’re part of something.

The biggest takeaway? People don’t just buy products, they buy into people. Stay real, stay consistent, and your audience will grow with you.

Contact Info:

• Website: https://atlantabathcompany.com
• Instagram: https://www.instagram.com/atlantabathco/
• Facebook: https://www.facebook.com/atlantabathco
• Youtube: https://www.youtube.com/@atlantabathco
• Other: TIKTOK: https://www.tiktok.com/@atlantabathco