Canadian natural personal-care company Rocky, formerly known as Rocky Mountain Soap Company, is marking its 25th anniversary with a refreshed name, new look, and a deeper sustainability focus. Founded in 2000 in Canmore, Alberta, by Cam Baty and Karina Birch, the company has evolved from a small local soap maker into one of Canada’s most recognized clean-beauty and wellness brands.
The rebrand simplifies the company’s name to Rocky, a reflection of both its mountain roots and its growing national presence. “It feels like a big inflection point,” said Karina Birch, Co-Founder of Rocky. “A lot is changing at once, and it’s all happening around our 25th anniversary, which feels really pivotal.”
Rocky’s journey began humbly, when Karina Birch and Cam Baty did everything themselves including making soap, serving customers, sweeping floors, and paying bills. “I don’t know how we got here,” Birch said, reflecting on the early days. “When you go back to that first year, we literally did it all ourselves and had one employee. Now we have close to 250 people.”
Today, the company operates 35,000 square feet of manufacturing, research, and office space in Canmore, where all products are still handcrafted. The location remains central to Rocky’s identity, both as inspiration and as a way of life. “There’s no separation between our lifestyle in Canmore and the organization,” Birch said. “The mountains influence everything we do… how we source ingredients, how we celebrate as a team, and even how we think about slowing down and connecting with nature.”
A Lifestyle Grounded in Nature
That connection to nature defines the company’s ethos. Birch explained that while outdoor culture in mountain towns can be competitive, Rocky’s approach is grounded in appreciation. “What drew me to the mountains wasn’t about conquering peaks. It was about what’s right in front of us,” she said. “It’s about recognizing the wild chamomile growing in your driveway. There’s a groundedness here that fuels our business.”
This philosophy extends beyond product creation. Each year, Rocky brings employees together outdoors to reconnect with the company’s roots. “It’s not about getting everyone to the top of a mountain,” Birch added. “It’s about enjoying the outdoors and finding that sense of connection wherever you are, even in downtown Toronto.”
Since its founding, Rocky has remained steadfast in producing 100 percent natural products. “We decided early on that we wanted to stand for something,” Birch said. “That has been unwavering.” When the brand began in the early 2000s, the concept of natural skincare was far from mainstream. “It made life more challenging,” she recalled. “For ten years we were told we couldn’t do it, but we stuck to our values at the cost of short-term sales.”
That commitment built a loyal following. “We weren’t rewarded right away,” Birch admitted, “but it created a community of people who shared our beliefs. In the long term, it’s what set us apart.”
Today, Rocky offers over 350 products, including soaps, skincare, haircare, and deodorants, all handcrafted with natural ingredients. “We focus on everyday essentials,” Birch explained. “Products people truly need that simplify routines and are sustainably made.”
A Rebrand Rooted in Purpose
Rocky’s rebrand marks a symbolic shift that stays true to its origins. The new packaging, made entirely from 100 percent post-consumer recycled plastic with recyclable mono-material pumps and renewable Forest Film labels, embodies the company’s long-term sustainability vision. “We’re over halfway through converting all our products to the new look,” said Birch. “The brand now feels like who we’ve always been — grounded, authentic, and reflective of our roots.”
The visual identity has also evolved. Early packaging often depicted mountains and botanicals, while later designs emphasized vibrant colour to show that natural could also be fun. “We’ve grown up as a brand,” Birch noted. “We don’t need to prove ourselves anymore. The new design that is rooted in earthy greens and natural tones reflects maturity and confidence.”
The company aims to close the gap between product and packaging life cycles. “A lip balm might last three months, but the packaging can persist 300 years,” Birch said. “We’re now using second-use plastics, giving materials a second or third life instead of sending them to landfills.”
The brand’s popular solid haircare line, launched in 2024, eliminates bottles entirely and has become one of its top-selling categories. “It’s going gangbusters,” Birch said. “We’re also working on a solid facial cleanser for 2026.” The solid-format innovation aligns with Rocky’s broader goal to eventually reduce the need for packaging altogether.
Retail Expansion and New Stores
Rocky continues to expand its national footprint, blending brick-and-mortar retail with a strong e-commerce presence. The brand recently opened a new store at CF Sherway Gardens in Toronto, part of its push into Ontario. “Sherway has hit the ground running,” Birch said. “It’s performing exceptionally well.”
A flagship renovation is also underway in Calgary, which Birch described as “a very exciting project,” pending final lease signing. “We’re being selective about where we go,” she added. “Not every mall is a home run, so we want to ensure each location makes sense for the brand.”
While expansion across Canada continues, Rocky plans to move back into British Columbia in the coming years. “Vancouver will likely be our first foray back into B.C. once Ontario is where we want it to be,” said Birch. “We expect that within the next few years.”
E-Commerce and Omnichannel Strategy
Online sales represent about 30 to 35 percent of Rocky’s total business, returning to pre-pandemic levels. Birch said the online and offline channels strengthen each other. “When we open stores, we gain more online customers,” she explained. “They often shop in both channels. Our new store strategy actually fuels our e-commerce growth.”
Despite that success, Rocky remains selective about digital expansion. “We’re not a brand with flashy TikTok videos or influencer-driven campaigns,” Birch said. “Our strength lies in organic acquisition and retention. It’s about strong, steady, enduring growth rather than chasing viral moments.”
Operational Challenges and Scaling Up
Scaling a handcrafted brand with national retail ambitions has presented operational challenges. “We’re doing things the hard way,” Birch acknowledged. “Growing a beauty brand through brick-and-mortar is capital intensive, but it’s what we know and what works for us.”
Manufacturing and quality control have been top priorities. “The biggest challenge is getting all cylinders firing at the same time,” Birch said. “We’ll add stores, then pause to strengthen operations before scaling again.” Over the past five years, Rocky has focused on refining manufacturing systems to support its expanding network.
That growth has also changed leadership. Birch announced she will transition into a strategic advisory role in 2026, while a long-time vice president will move into the President position. “The business grows as fast as I’m willing to learn,” Birch said. “This change lets me focus on long-term strategy while the team continues to evolve day to day.”
Community and Giving Back
As Rocky expands beyond Alberta, community engagement remains a core focus. “We’re learning how to build those local connections in Ontario,” Birch said. “In Canmore, we know our community intimately, and we want that same sense of belonging wherever we open.”
The company has pledged to donate $1 million over the next three years to organizations aligned with its values, particularly those focused on conservation, outdoor living, and wellness. “That goal drives us to better understand each community and how we can contribute meaningfully,” Birch explained.
Looking Ahead: The Future of Natural Beauty
Birch believes the natural beauty and wellness sector is still in its early stages. “We’re just at the beginning,” she said. “There’s incredible growth ahead.” She envisions a future where hyper-local sourcing and wild-foraged ingredients become mainstream, creating what she calls “supernatural beauty.”
“Food has already gone hyper-local,” she said. “I think the beauty industry will follow. We’ll reinvent supply chains and source more locally grown and foraged ingredients.”
For Rocky, that vision ties directly to R&D. “We want to keep discovering what’s possible with natural ingredients,” Birch added. “Many of the plants we study have existed for millions of years, older than humanity itself. There’s still so much to learn.”
Despite interest from international markets, Rocky’s focus remains firmly in Canada. “Until we’ve done the best we can here, we won’t look elsewhere,” Birch said. “There’s so much opportunity still at home.” With continued expansion in Ontario and plans for British Columbia, the brand aims to deepen its national footprint before considering new frontiers.
Advice for Purpose-Driven Founders
After 25 years of growth, Birch has advice for other entrepreneurs building mission-driven brands. “You have to focus on the medium and long term,” she said. “Sticking to your values may mean giving up short-term opportunities, but the payoff is lasting trust and community.”
She added that purpose-driven leadership is no longer optional. “Consumers, shareholders, everyone is asking, ‘Great, you’re making money, but what else?’ They want to know how you’re impacting people, communities, and supply chains. These are table stakes now.”
The Next 25 Years
With the rebrand underway and sustainability woven into every layer of the business, Rocky is entering what Birch calls its “next 25-year chapter.” “The packaging changes will be done soon,” she said, “but our sustainability journey is forever. That’s where we’ll continue to invest and innovate.”
From its beginnings in Canmore to its growing presence in Canada’s top shopping centres, Rocky’s evolution reflects a balancing act between nature and commerce, simplicity and sophistication. “We’ve matured, but we’ve never lost sight of what matters,” Birch said. “Our purpose hasn’t changed, to help people connect with nature every day.”
I really like the products. I only hope that all this pkanned “change” won’t lead to a deterioration in their products (which happens so often in other companies).