Meet Madeline Harn, the founder and soap maker behind Naked Fig Soap, a Phoenix-based business creating vegan, handcrafted soaps inspired by scent, memory, and the landscapes of the Sonoran Desert. Through her products, Madeline transforms everyday rituals into meaningful moments of connection, while building a brand rooted in community, sustainability, and the beauty of the American Southwest.

Learn more & support at www.nakedfigsoap.com

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1. Where is your business based?
Phoenix, Arizona (in the heart of the Sonoran Desert)

2. What does your business do, and who do you serve?
Naked Fig Soap creates vegan, handcrafted soaps inspired by scent and memory, rooted in the landscapes of the Sonoran Desert and the American Southwest. Our customers include locals and travelers alike—people looking for a small token of a place they love and a moment of connection during everyday rituals like washing their hands or showering.

3. When did you launch your business?
March 2020 was my first sale and what I refer to as the start of my business (technically I became an “official” incorporated business in January 2020).

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The Entrepreneurial Journey

4. What’s the origin story of your business? What inspired you to start it, or what problem did you see that needed solving?
Naked Fig actually began as a partnership—and believe it or not, I wasn’t originally the soap maker. After about a year and a half, my partner realized she wanted to move in a different direction and we amicably ended the partnership. By that point, though, I had become completely enamored with both the craft of soapmaking and the experience of building a business, and I knew I wanted to keep it going. That moment forced me to quickly learn how to make the soap myself, and it was also when I decided to go all in. What started as a shared project became my full-time path, and that’s when the real vision for Naked Fig began to take shape.

My background is in psychology, and I’ve always been fascinated by the powerful connection between scent and memory. Soap is something we use every single day to care for our skin, but I began to see it as an opportunity for something more. By pairing a functional product with meaningful scents inspired by place and memory, a simple daily routine can become a moment to slow down, breathe deeply, regulate your nervous system, and reconnect—with yourself, the earth, or a memory tied to a place you love.

5. What are you most proud of in your entrepreneurial journey so far?
I’m most proud of discovering how much grit and resilience I have. Entrepreneurship constantly puts you in situations where you don’t have all the answers, and I’ve learned to keep moving forward even when things feel uncertain or intimidating. There have been many moments where my heart was pounding in my ears and I had to choose to move forward anyway. Each time I’ve stepped through that fear, it’s built confidence and self-respect. It’s been humbling and deeply rewarding to say yes to the journey and watch the opportunities and community that have come back in return.

6. What has surprised you most about being an entrepreneur?
What has surprised me most is that entrepreneurship is less about what you already know and more about your willingness to figure things out as you go. Every step seems to present a new challenge you’ve never faced before. Over time, I realized that the real skill is being curious, resourceful, and willing to keep learning.

7. What has been the most challenging part of running your business—and what has it taught you?
One of the most challenging parts has been learning to be comfortable with uncertainty and making mistakes in a very public way. There have been seasons where sacrifices were felt by both me and my family, and times when I was quite literally running the business out of a bedroom (and I was sleeping on the couch). In the messy middle of building something, you often hope the risks and sacrifices will prove worthwhile. Looking back now, those difficult seasons have become moments of pride—they remind me that I kept going and didn’t give up.

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State Forty Eight Foundation & What’s Next

8. What have you gained—or what do you hope to gain—from being part of the State Forty Eight Foundation community?
I’ve already gained something incredibly valuable: a group of people who genuinely champion and support each other. Being part of the State Forty Eight Foundation community has felt like gaining a team of cheerleaders who believe in what I’m building. That kind of encouragement and connection means a lot as an entrepreneur.
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9. How are the grant funds supporting your business?
The grant has helped me expand my studio space by investing in equipment and bringing on additional help as I begin building a team. In a very real way, this funding is helping create jobs and support the next phase of growth for Naked Fig. I’ve also been able to begin the trademark process and pursue women-owned business certification, which will strengthen the long-term foundation of the company.
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10. Where do you hope to take your business next?
I’m excited to continue expanding into custom collaborations and building new collections inspired by landscapes across the Southwest and beyond. At the same time, I’m focused on building the systems and processes that allow production and fulfillment at Naked Fig to run smoothly (and sustainably) as the business grows.
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11. What does it mean to you to be an Arizona business owner?
Arizona’s small business community is where I truly found my people. I’m proud to represent Arizona in the work I create and the stories behind my products. Living and working in the Sonoran Desert also comes with an awareness of the land and the challenges our state faces—from water conservation to caring for the environment that inspires so much of what I make. I believe strongly in investing back into the local ecosystem—supporting other small businesses, shopping locally, and sharing what I’ve learned to help other entrepreneurs grow. I believe in abundance and try to approach this community with openness and generosity.

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