Naples skin care firm seeks $5M to fuel breakout year in 2025

Asked to choose one word she hopes will define her 2025, Deanna Wallin barely hesitates: preparedness. 

The founder of Naples Soap Co., a $12.3 million publicly traded firm with multiple lines of health and wellness products for the skin and hair, has many reasons to be prepared. Not that she wasn’t prepared before, but 2024 — two major storms, shrinking consumer confidence, inflation, a volatile political season and more — taught her a valuable lesson in being vigilant about planning for the unexpected. “Our new normal is planning for anything,” Wallin says in a late November interview.