Interested in starting your own entrepreneurial journey in skincare but unsure what to expect? Then read up on our interview with Avi Rubin, Founder of Iron Lion Soap, located in Santa Ana, CA, USA.

What's your business, and who are your customers?

Iron Lion Soap was born from the necessity of wanting a better soap for our family and friends. We were born in 2008 in our small home office in Irvine, California, and have since expanded into our global headquarters in Santa Ana, CA, just minutes from where it all started. ILS is family owned and operated, which means everything we do, we do with our tribe. Whether you’ve been showering with us for ten years or ten days, we do our best to make you feel like family.

Tell us about yourself

Founder, Family Man, and ILS Authority on Hygiene. I'm the leader of the ILS Pride. Coming from a Jiu Jitsu family, I'm no stranger to the bacteria that live to infect your skin. I learned at a young age that our skin is the first line of protection from infection and disease.

I have spent the last 15 years of my life researching, testing, and developing formulas that put you and Mother Nature first. My mission is to educate anyone and everyone on the dangers of the chemicals in store-bought soaps and strives to make it easier to live an earth-conscious lifestyle.

My deep commitment to living out my own personal ethos through everything I do with ILS is what’s established this company as a catalyst for change.

What's your biggest accomplishment as a business owner?

My biggest accomplishment as a business owner is simple - and happens frequently. It's simply the testimonial or review of how helpful or impactful our product has been.

What's one of the hardest things that come with being a business owner?

Wearing multiple hats. Managing time. Triaging tasks from important to least important. However, the most difficult thing about being a business owner is defining the difference between $10-hour work vs. $10k hour work.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Start only after you are FULLY committed to the vision, mission statement, and dedication to launch.
  2. Track your time/productivity. Cut things out that take away from your ultimate goal.
  3. Learn to delegate and spend on only the best talent.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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