Help people have healthier skin & healthier lives.
Make products ethically, naturally, & cost effectively.

~ Our Mission ~



What began as a labour of love in a small kitchen of a solar powered yurt has grown into multiple stores and a thriving website. The founder, Joanne Vega began her natural skincare journey searching for a solution to help with her severe rosacea. After much research and experimentation, she made three products that were effective for her and worked in less than four weeks. Our Lavender Silk Soap, Lavender Rose Anti-aging Facial Spray, & Lavender Organic Shea Butter are still best sellers!


Slo Store 1

Joanne and her husband, Eric spent the next seven years participating in Farmer’s Markets and craft shows talking with customers about their skincare needs. Always focused on natural, fresh, and effective formulas a comprehensive line of products developed.

Our first store, Heart’s Desire Soaps & Exotics first opened its doors in 2009, still located in Pismo Beach, California. What started as a mom & pop shop expanded to a family business passing on knowledge and the baton to Joanne’s daughter, the current owner Christine.


Fresh Every Day 2


In 2016, excited to continue growing, Heart’s Desire Soap Co. opened its latest production studio in Atascadero, California! We are so thankful to our local and global customers growing along with us. As we continue to expand our skin and hair care products we remain true to our original mission making products ethically and naturally.