Rocky Mountain Soap Co., known for its commitment to 100% natural ingredients and handcrafted products, has opened its latest store at SouthCentre Mall in Calgary. The new location reflects an evolved vision for the brand with fresh aesthetics, a redefined identity simply as Rocky, and a deeper focus on natural beauty beyond soap.
“This is the first store to officially feature our ‘Rocky’ branding,” said Karina Birch, CEO of Rocky Mountain Soap Co. “While we’ve been using the ‘Rocky’ logo on packaging and marketing materials for about five years, this store marks the beginning of our full brand pivot, which has been in the works for quite some time.”
Birch explained that the decision stems from the company’s growth into new product categories. “Soap remains one of our top sellers, but our face cream is actually our number one product, both in units and sales. Over time, the brand has evolved to include more skincare and natural beauty solutions,” she added.
A Fresh Look Rooted in Nature
The SouthCentre store boasts a striking new design anchored in Rocky Mountain Soap Co.’s philosophy of connecting with nature. The store exterior features a deep, earthy green, which Birch describes as evoking the sensation of “walking into a forest.”
“We really leaned into the connection with nature,” she said. “The green is very grounding, and when paired with lush plants and organic textures, it creates a space that feels both natural and calming.”
Inside, Rocky’s signature sink takes center stage. Designed as a community hub, the oversized, multi-faucet sink invites customers to experience the products hands-on.
“It’s our version of a changing room in fashion,” Birch explained. “Customers can try our products in new and unexpected ways. The sink experience allows us to demonstrate the versatility of a few everyday essentials—something our brand is really about.”
This interactive, experiential approach reflects Rocky’s belief in simplicity: offering fewer products but with multiple uses to meet modern skincare needs.
Honouring Heritage, Embracing Innovation
While the rebrand looks forward, it also nods to Rocky’s 25-year history. The store features an “apothecary display,” typically positioned behind the cash desk, which pays homage to Rocky Mountain Soap Co.’s roots in natural R&D and product formulation.
Birch takes pride in the brand’s long-standing expertise. “It’s rare for a beauty company to handle all their own R&D and manufacturing today,” she said. “We’ve been formulating in-house since day one, and this new store highlights that legacy.”
With their headquarters in Canmore, Alberta, Rocky Mountain Soap Co. continues to produce all of its products in-house. “Having our lab and workshop in the same building allows our team to collaborate closely,” Birch said. “If something isn’t working, we’re only 21 stairs away from finding a solution.”
Expanding the Rocky Footprint
The SouthCentre opening is just the beginning. Birch confirmed that Rocky is rolling out the rebrand across its retail network, starting with renovations and new stores.
“We’re opening two additional locations this month: a newly renovated store at CF Polo Park in Winnipeg and a brand-new location at Midtown Plaza in Saskatoon,” she said. “By next summer, we’ll open two more stores in Ontario at CF Sherway Gardens and Upper Canada Mall, bringing our total to 15 locations.”
Ontario holds particular significance for Rocky’s growth strategy. Before the pandemic, the brand tested temporary stores in Toronto, including Yorkdale, CF Toronto Eaton Centre, and the PATH network.
“We learned a lot about the Ontario customer and how their expectations differ,” Birch said. “It’s a very diverse and dynamic market, and we’re excited to bring Rocky back to Toronto with the new branding and everything we’ve learned.”
However, expansion into major city centers like the Toronto Eaton Centre is not yet on the immediate horizon. “We’re focused on sustainable, strategic growth. That means high-quality store experiences in great locations,” Birch added.
Oberfeld Snowcap is representing Rocky Mountain Soap Co. in its expansion.
E-Commerce and Future Plans
While brick-and-mortar remains a priority, Rocky Mountain Soap Co. is also refining its e-commerce strategy.
“E-commerce and physical retail feed into each other,” Birch explained. “Ontario is already our second-largest online market, so we know there’s demand. But we believe there’s still untapped potential in our online channel, and that’s a focus for us moving forward.”
Approximately 20% of Rocky’s online sales currently come from the U.S., though Birch says the company is not actively pursuing that market yet. “For now, U.S. sales are about retention—serving customers who discover us here in Canada. Once we’ve achieved everything we want domestically, we’ll turn our attention there.”
Sustainability and Innovation
Sustainability remains central to Rocky Mountain Soap Co.’s ethos, with new product development driven by this commitment.
“Our focus is on simplifying routines and innovating with sustainability in mind,” Birch said. “We’re working toward zero waste and constantly looking for ways to reduce our environmental footprint—from ingredients to packaging and manufacturing.”
The brand’s Rocky Returnables program exemplifies this approach. Customers can return 1-litre bottles of liquid soap, shampoo, and conditioner to stores for cleaning, sanitization, and reuse—a process that diverts significant amounts of plastic from landfills.
“Quality doesn’t have to mean indestructible,” Birch said, referencing the beauty industry’s reliance on long-lasting plastic packaging. “We believe in intentional design and thoughtful choices—whether that’s using bio-plastics derived from sugarcane or eliminating unnecessary secondary packaging.”
A Quarter-Century of Craftsmanship
As Rocky Mountain Soap Co. prepares to celebrate its 25th anniversary in January, Birch reflects on the brand’s journey.
“When we bought the business in 2000, it had one employee and $86,000 in sales,” she said. “We were in our early twenties and running mostly on blind optimism.”
Today, Rocky produces over 350 products, all made by hand in Canmore. “We’re proud to have stayed true to our roots while evolving into something bigger,” Birch said. “The mountains inspire everything we do. They remind us to stay connected to nature and keep our products simple, fresh, and effective.”
What’s Next for Rocky?
With its SouthCentre store setting the tone, Rocky Mountain Soap Co. is well-positioned for its next chapter. The brand’s emphasis on connection—to nature, to community, and to its heritage—continues to resonate with customers seeking natural beauty solutions.
“We’re optimistic about the timing,” Birch said. “It feels like a great opportunity to bring something new and exciting to Canadian retail.”
And as Rocky expands across Canada, Birch remains focused on the bigger picture. “For us, it’s always been about everyday essentials that connect people to nature. That’s what Rocky stands for.”
