This year, our small business turns 15 years old. FIFTEEN. Which feels equal parts how did this happen? and wow, what a wild ride!
So, in true birthday fashion, we thought we’d do something a little nostalgic and take a stroll down Woohoo Lane. A reminder that the brightest business ideas can really start in a very small kitchen 🙂
Grab a mug. Let’s back up.
2010–2012: The Home-Grown Days (aka Happy Skincare)
Before Woohoo Body was… well, Woohoo Body, there was Happy Skincare.
It all started in 2010 when Aaron mixed up an all-natural stretch mark cream for Phoebe during her first pregnancy. That small, thoughtful act sparked a much bigger idea: could we create a home-based e-commerce business making natural skin care that actually worked?
We didn’t have a business background and we certainly didn’t have it all figured out – but we were curious, determined and willing to learn quickly. The first few days were spent researching, prospecting, building a website and testing ideas between work, nappies and late night cups of tea.
Eventually, we started making small batches at home. It was practical, a little chaotic, a lot DIY… and honestly? Something magical.
2012–2016: Getting Out There (Shops, Popups, and Real Talks)
Along with growing online, we’ve made a big effort to get out into the community and meet people face-to-face.
Our first market was in Maitland in 2012 – stuck in a dark, dingy corner where we didn’t sell a single thing. But wow, we learned a lot.
From there we:
- organized stalls at Hunter Breast Cancer Foundation events
- packed up the car and drove to Brisbane for an event in 2013, meeting inspiring small business people out there
- create pop-up stores at our local organic grocer, Goodness Me Organics, which still has Woohoo today
- traveled to Melbourne for World Vegan Day 2016 (our biggest event yet!)
- spent 2017–2018 vegan markets on the Central Coast, meeting many customers who are still with us today
Those market days taught us everything – what people loved, what they didn’t, what their skin struggled with and how powerful real, human conversations can be.
These days, we don’t do much shopping because our little shop in Adamstown keeps us very busy – but we still love every personal conversation that comes through the door.
2015: The natural deodorant that changed everything
After several years of learning (and plenty of struggle), we identified a growing gap in the market for natural deodorant that actually worked.
In 2015, we introduced Woohoo Body as a second, separate brand designed specifically for deodorants and for retail shelves. And… WHOA.
You loved it. You told your friends. They had their say. Within months, Woohoo Body was picked up by a national distributor and won Best Natural Deodorant in 2017.
This wasn’t an overnight success – it was based on four years of hard lessons – but it was the moment we realized: okay… we might actually have something here.
2016–2019: Warehouses, development & a real team
As the orders increased, our house was filled with boxes (literally to the ceiling) and with a second little man on stage, something had to give.
In 2016 we leased our first warehouse. Not glamorous – but a huge step. It lets us bring packaging and fulfillment in-house, improve quality and hire our first team member.
Over the next few years, the team grew organically – helping with construction, customer service, the occasional packer and office manager – all local legends who became the backbone of what we do.
By 2019, we had outgrown the space again and purchased our own warehouse in Adamstown. More space, more care, more Woohoo magic – and still made by real people, by hand, here in Newcastle.
2020–2022: Simplifying & Becoming Woohoo Body
COVID has changed a lot for us. International plans were delayed and running multiple brands started to feel heavy and complicated (back then we didn’t just have Happy Skincare and Woohoo Body – we also had Happy You Hair and HESO Men’s Grooming!).
Well, we made a big decision: to simplify.
In August 2022, we consolidated everything into one brand – Woohoo Body. It felt lighter, more authentic and much more us. Less about beauty ideals, more about products that enjoy real results.
Deodorant remained (and always will be) our hero. And Woohoo Body has become the home for everything we love to make.
Today: 15 years later (and we’re just getting started)
Here we are. Fifteen years of learning, pivoting, experimenting, failing, improving, growing – and doing it alongside the most incredible community.
Through every formula tweak, every release, every little stumble and big win, you’ve been there with us. And we are so grateful.
It’s been a colorful, joy-filled adventure – and we’re just getting warmed up.
From our little family to yours, here’s to the next chapter of BO-free dimples, happy skin, healthy hair and loads of fun 🌈
