The So-So Story
The So-So Co makes bath bombs, steamers, scrubs and soaks for people who are tired, dramatic, over-stimulated, emotionally beige, or spiritually held together by caffeine and delusion.
We’re here for the girlies, guys and theys who love self-care but hate the pressure to be enlightened about it. Our products smell incredible, fizz dramatically, and make your bathroom feel like a tiny spa session for people who would absolutely fail a meditation class.
Everything is handmade in Queensland using premium ingredients, essential oils, and a sprinkle of chaotic optimism.
We’re not promising to transform your life — just your mood, your bathroom vibe, and maybe your ability to tolerate other humans for a few hours.
Self-care, but sarcastic.
Wellness, but honest.
Pretty products for the beautifully tired.
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The So-So Manifesto
We exist for the people who:
• love baths but don’t have the patience for rituals
• enjoy nice smells but are too tired to be “wellness girlies”
• want self-care without the spiritual homework
• believe humour counts as coping
• are doing their best (ish)
We exist because self-care shouldn’t be a chore, a competition, or an aesthetic you have to qualify for. It should be simple. Fun. Honest. And available to every hot mess with a bath or shower.
We make products that look cute, smell incredible, and match your mood — not your aspirational lifestyle.
Welcome to self-care for the mildly unhinged.
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OUR VALUES
1. Honesty (with sarcasm)
No fake wellness promises. No miracle claims. Just pretty things that smell good and help you cope.
2. Chaos-Friendly Self-Care
We design products that work even when you’re overwhelmed, exhausted, or mentally on airplane mode.
3. Quality Ingredients
Premium oils, beautiful scents, handmade small-batch magic — because you deserve good things even if you’re spiralling.
4. Humour as Healing
Laughing counts as emotional regulation. We checked.
5. Inclusivity
Self-care is for everyone. All moods, all bodies, all gremlins welcome.
6. Realistic Wellness
You don’t need a sunrise routine or a smoothie bowl to feel better — just vibes, a bath bomb, and an uninterrupted five minutes.
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BRAND STORY TIMELINE — “When the Chaos Began”
2019–2022: The Ideation Era
Founder realises self-care is great, but the wellness world is a cult of soft-spoken perfection. Chaos begins brewing.
2023: The Scent Obsession Phase
Essential oils start quietly overtaking the house. Family becomes concerned. She becomes unstoppable.
2024: The First Bath Bombs
Batch one is born. They look questionable but smell elite. Friends beg for more. A monster is created.
Early 2025: The Brand Energy Forms
Sarcastic labels, chaotic scent names, and emotionally unstable product descriptions appear. Everyone suddenly feels very seen.
Mid 2025: The So-So Co is Born
Not a wellness brand. Not a joke. Somewhere beautifully in between.
Now: The Era of Controlled Chaos
The So-So Co thrives as the world leans into vibes-based self-care. Founder still tired. Products still elite. Customers still vibing.
Meet the founder - Ali [AKA THE CHAOS CONDUCTOR]
The So-So Co was created by a chronically busy human who somehow juggles family life, business life, and the ongoing quest to feel calm for more than four minutes at a time.
After realising that most “wellness” brands expect you to be a soft, glowing forest fairy, she decided to make something for the rest of us — the people who are doing their best, operating on low battery, and using a shower steamer as personality stabilisation.
With a background in government work and a life full of small businesses, spreadsheets, and chaos creatures (children), she launched The So-So Co as a place where people could feel seen… and smell good while falling apart.
She’s equal parts organised and unhinged, loves a good essential-oil moment, and believes self-care should be funny, honest, and accessible — not intimidating and expensive.
The So-So Co is her love letter to the overstimulated, the overwhelmed, the overthinking, and the over-it.
FOUNDER Q&A (The Soft Chaos Edition)
Why did you start The So-So Co?
Because the world is stressful, bath bombs helped, and every “wellness” brand kept acting like you need inner peace and a minimalist home to enjoy them. I wanted something honest, funny, and made for normal humans.
What do you love most about the brand?
The scents. The chaos. The fact it makes people feel better without asking them to suddenly become enlightened forest elves.
What inspires your products?
Real emotions. Real exhaustion. Real “I’m fine” energy. Every product matches a mood because let’s face it — we’re all rotating through 19 emotional states per day.
What’s your favourite product?
Whatever one matches my meltdown of the week.
What do you hope customers feel when using your stuff?
Seen. Calm-ish. Slightly less feral. And a tiny bit proud they did something for themselves.