We had the good fortune of connecting with Avi R and we’ve shared our conversation below.

Hi Avi, what do you attribute your success to?

It’s funny you should ask…I held a deep meditation about this recently.

Since the very start (2008!) we have been “winging it” in the sense of not really having a cohesive plan.

We knew that creating something for our people was the most important factor of them all.

People before products. Community over commerce.

At the very core of Iron Lion Soap, we believe that the most crucial factor behind our success is the ability to see beyond the ordinary and focus on the human element. In today’s digital world, people can sense authenticity before ever seeing a product page or even before experiencing the product physically. Our soaps are just the vessel to our message…

Alright, so for those in our community who might not be familiar with your business, can you tell us more?

Iron Lion Soap is a hygiene conglomerate made by blending some old school morals and characteristics with a focus on brand integrity and a stubborn 90’s baby.
Add in a decade of hands-on experience and tons of research and acquired wisdom and you’ve got the recipe for ILS.
Created in a home office, expanded to the garage, and now in a warehouse in Santa Ana, we couldn’t have come this far without our loyal and dedicated customers.
It’s easy to assume that Iron Lion Soap is more extensive than it is because of our social media presence or that we ship worldwide, but the truth of the matter is, we are a small dedicated team.
Customer education and transparency are two of the driving forces behind our brand. Each one of you ideally needs to grow your knowledge of ingredients and trust your instincts and education on our products.
We just make soap.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?

Shoot, this is an interesting one…I am a homebody! They would be lucky to get a full day out of me, let alone a whole week. If this is my best friend then they are fully aware of how I roll. Ha Ha!
5:00 am – Float Therapy Session at Newport Float.
7:30 am – Back home for some traditional Morrocan breakfast, shakshuka. 8:30 am – Walk the puppy.
9:00 am – It wouldn’t be a day if we didn’t go to The Den, our HQ. Here we would hang and let the morning invite its characters out of the shadows. We typically have friends and family of ILS pass through The Den on a daily basis.
1:30 pm – Lunch at Aipono Cafe in Costa Mesa. Don’t even have to think twice.
2:30 pm – Hold a meditation, reason, and plot the remainder of the day.
3:30 pm – Hike / Dog Park / Farm Visit / Family Time
haha, this day does not sound special at all. Its my preferred cadence…
Maybe a list of cool spots is better fitting?
– The Ecology Center
– Noguchi Garden
– Santiago Creek Trail
– Majeska Canyon
– Unity Meditation Garden

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?

Some of you wear pants; some wear shorts. Some of you are Jiu-Jitsu black belts; some are skincare connoisseurs. Some display tattoos; some have a fresh crew cut. Some are Lawyers, and some are Artists. At the end of the day, we all want to live a “good life.” Starting with small conscious decisions like what soap you shower with, how you treat your peers, and the food we eat.

Mom, Pops, my siblings, wife, daughter, and dog play a huge role in encouragement.

My bud Edgar is my right-hand man and there is no way ILS would be at the capacity we are without him.

There is another Edgar, he is responsible for the Visual Architecture of ILS, the emotion in our photos is fully this man’s responsibility. Wait till he has smell – o – vision!

Nacho has been at the helm of all our graphics and deciphering the madness we come up with to share our messages.

Gotta give a shout out to PDanny with out the P, the USPS, Marcus Aurelius, LL, and H.I.M.

More than just a soap company, we are here for the marathon, not the sprint.

Website: IronLionSoap.com
Instagram: @ironlionsoap
Other: We are just about to launch a Text Message support line…Folks will really be able to text me directly and say what’s up, get help finding the perfect soap formula for their ailments or skin type and even send us photos. People can get help identifying soap samples or whatever else! Shoot us a text! 1 323 746 0998 if you read this far and we will hook you up!

Image Credits
@Deadhype @OurLittleSet

Nominate someone: ShoutoutLA is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.