Why Black Friday Matters to Small Brands Like Us (And Why It Still Feels Awkward Every Year)

Black Friday is a strange time of year for small businesses.

And if I’m being really honest with you… I find it hard. Every year.

The internet becomes one loud, relentless chorus of “BUY NOW!”

Emails. Pop-ups. Ads following you everywhere like needy toddlers. Facebook comment sections full of “Where’s the sale?” and “This had better be 90% off.”

As a consumer, I find it overwhelming.

And as a business owner?

Well… that’s complicated.

Because Black Friday is important for us.

It’s a time that genuinely helps small Australian makers like us survive the quieter months, plan for the year ahead, and keep doing what we do. But it also rubs up against a truth that’s core to ANSC:

We didn’t start this business just to sell things.

We started it to make something real. Something good. Something that doesn’t hurt the planet or your skin.

So every year around this time, I take a breath and remind myself — and our community — what buying from a small Australian brand actually means.

Let me walk you through it.

1. Shopping Small Actually Changes Something

When you buy from us, you’re not feeding a giant corporation.

You’re supporting real humans in a little Melbourne warehouse.

You’re keeping:

1. our soap makers employed,

2. our packers packing,

3. our suppliers (who are also mostly small growers) in business,

4. and our doors open for another year.

Every purchase creates a ripple effect that stays right here in Australia.

And honestly?

That means more to us than you’ll ever know.

2. Shopping Australian Means Cleaner, Higher-Quality Products

Australian ingredients are some of the best in the world — full stop.

Our country grows:

1. olive oil that rivals the Mediterranean,

2. lavender that would make Provence jealous,

3. native botanicals you can’t find anywhere else.

When you buy from us during Black Friday, you’re choosing:

1. locally made,

2. locally grown,

3. locally crafted.

And it shows in the quality of what you put on your skin.

3. Shopping For the Environment Actually Matters

Black Friday is often a celebration of overconsumption.

Fast beauty. Disposable plastic. Cheap products made to be replaced.

We’ve built ANSC on the opposite philosophy.

Our soaps are:

1. solid

2. plastic-free

3. made with pure plant oils

4. long-lasting

5. grey-water-safe

6. palm-oil-free

We’ve always believed that everyday products shouldn’t cost the earth — in any sense. Buying from us means you’re actively choosing something gentler for the planet.

Even when everything around you feels frantic and rushed, this is a choice that actually makes a difference.

4. Yes, We Offer Black Friday Discounts — But Not Because “Selling Is Everything”

This is the part I always want to say out loud:

We do Black Friday to help our community afford the things they already love —

not to push things on people who don’t need them.

We discount because:

1. it helps families stock up for the year,

2. it brings new people into the natural soap world,

3. and it helps us clear seasonal stock so we can plan sustainably.

But it’s never about cheapening what we make or screaming into the void for attention.

If you’re here, reading this, you already know we care too much to play that game.

5. Your Support Lets Us Keep Doing the Work We Believe In

Every bar of soap we make has a purpose.

Every product is designed intentionally.

Every ingredient is chosen because it’s the best for your skin and the environment.

When you choose us during Black Friday — instead of a big beauty brand — you help us:

1. keep advocating for real ingredients,

2. keep shouting about sustainability,

3. keep pushing back against unnecessary additives and plastic,

4. and keep building a business that’s built on values, not gimmicks.

And to be completely transparent:

We couldn’t do it without you.

So If You’re Thinking About Buying From Us This Black Friday…

I hope you feel good about it.

Not pressured.

Not overwhelmed.

Not shouted at.

Just genuinely good.

Because your purchase supports a small Australian team trying to make something real in a world that feels increasingly loud and fake.

And if natural, ethical, Australian-made skincare matters to you — you’re exactly the kind of person we love having in our community.

Thank you for supporting us,

for choosing real soap,

and for choosing a small business that still believes in doing things the right way.

Soapy hugs,

Emma xx