Naples Soap Company is Downtown Wellen’s newest specialty boutique

VENICE, Fla. (June 28, 2022) – Naples Soap Company, known for its high-quality skin and hair care products made with natural and organic ingredients, is coming to Downtown Wellen. The publicly traded company, created by former nurse Deanna Wallin, joins a growing number of retail boutiques, restaurants, beauty services, and medical and professional offices in the developing downtown, the vibrant central hub and gathering place for Wellen Park and the region.

“Naples Soap Company’s focus on health, self-care and the healing power of natural products will resonate with our residents and downtown visitors,” said Rick Severance, president of Wellen Park. “It emulates the guiding principles of health, wellness and connections to nature on which Wellen Park are founded.”

With stores stretching from Naples to Destin, Naples Soap Company’s Downtown Wellen boutique is its 12th Florida location. It will feature a fun, inviting coastal design, tester products and a sink for customers to sample products.

“Like Downtown Wellen, we are committed to overall health and wellness,” said Wallin. “Our hand-crafted products formulated for sensitive skin, pain relief and self-care have always been ahead of the curve, and we offer a unique shopping experience people really enjoy.”

Wallin, founder and CEO, started Naples Soap Company in 2009 after an exhaustive and unsuccessful search to find products that provided relief from her own lifelong experience with eczema and psoriasis. She tried dermatologist-recommended treatments and while researching labels on cosmetic and beauty products, was alarmed by the ingredients and impact on the body.

“I began using natural and organic products on myself and my daughter,” said Wallin. “Before long, we were seeing amazing results. The combination of these ingredients made a tremendous difference in our skin. Eventually, we were both free of our skin issues.”

With the mission of helping others struggling with sensitivity and chronic skin conditions, Wallin developed products made with natural and organic ingredients that work.

“The ingredients are key,” said Wallin. “They’re purposefully selected to solve a problem and are good for the skin.”

Today, Naples Soap Company offers hundreds of products for body, face and hair free of parabens, phthalates, propylene glycol and other chemicals. Natural ingredients provide therapeutic and healing benefits, including CBD oil and hemp for pain relief. Its collection includes colorful soaps, bath and shower bombs, lotions, body butters, muscle balms, sea salt and sugar scrubs, and popular shampoo and conditioning bars that last longer than a bottle and reduce waste. Products feature hypoallergenic fragrances in Florida-inspired scents – juicy citruses, lime, coconut and ocean breezes.

All Naples Soap Company skin and hair care products are made in the U.S., many of them handcrafted in Florida. Color is derived from natural sources like micas and clays or food-grade dyes. Loofahs are organic and sponges are sourced from Tarpon Springs. Packaging is kept to a minimum, with soaps, shower bombs, and shampoo bars displayed unwrapped. The company uses plastic-free or low-waste packaging that will degrade whenever possible.

The first phase of Downtown Wellen, located off U.S. 41 just west of South River Road in the Wellen Park community, is currently under construction. The pedestrian-friendly destination is 90% leased and offers restaurants, retail shops, medical offices, beauty and professional services, public community spaces, entertainment, outdoor recreation and activities.

Construction is on schedule, with tenants expected to begin interior buildouts in the coming months and several restaurants, stores and offices planning soft openings by end of the year.

The 80-acre Grand Lake creates a scenic backdrop for Downtown Wellen’s businesses, parks and outdoor spaces and offers a floating dock and recreational activities, including fishing, kayaking and paddleboarding with rentals available at Kind Vibes Outfitters. Adventures abound along the 2.8-mile walking, cycling and jogging trail circling the lake, passing wetlands and sandy benches with observation areas, benches and a connection to the community’s 21 miles of interconnecting trail. Bicycle and e-bike rentals are available at the outfitter.

Diners will discover a variety of cuisine – from new American and Italian, steak and seafood to super-premium ice cream, pizza and tavern fare. Restaurants include The Banyan House, the flagship nestled along Grand Lake, Mirabella’s Italian Coastal Cuisine, Oak & Stone Craft Beer & Artisan Pizza, Villani & Co. Steak Seafood Raw Bar and Bright Ice. The Banyan House is also the exclusive caterer at Solis Hall, Downtown Wellen’s lakefront event venue for weddings, parties, community celebrations, anniversaries and other special events.

For those looking for a relaxed and playful environment, The Yard offers ultra-casual food and beverages served counter style from retrofitted shipping containers, an outdoor seating area and activity center. The Yard will feature ballpark favorites from Atlanta Braves-affiliated Pop Dawgs, Greek specialties at Agapi and England-style seafood at Claw & Co.

Also coming to Downtown Wellen are Breakwater Home Fashions, Paint Nail Bar, Capstan Financial Consulting Group, Florida Lakes Vein Center, Florida Lakes Spa, and Dr. Jeffrey Seymour Smiles Orthodontics.

Designed for connections to nature and community, Downtown Wellen offers a hammock grove and a lounge area underneath a nearly century-old heritage oak tree, a fountain and splashpad, a unique playground blending into its natural surroundings, and the Great Lawn for community festivals, markets, celebrations, picnics and playtime.

Consistently ranked among the U.S.’s top five fastest-selling master planned communities annually by prominent real estate consulting firm RCLCO, Wellen Park offers a mix of residential, commercial and recreational options. The community currently has approximately 9,500 residents, and at full build-out will have more than 50,000 residents and 22,500 homes within its three distinct districts: West Villages, Downtown Wellen and Playmore.

Wellen Park’s expanding residential choices include single-family homes in picturesque neighborhoods, a bundled golf and country club community, paired villas, coach homes and condominiums, one- to three-bedroom apartments and rental homes, a rental apartment community for active adults 55 and older, and world-class independent, assisted living and memory care.

Wellen Park is close to top-ranked beaches and the area’s many attractions.

To learn more about living at Wellen Park, call 941-960-7805, go to or visit the Welcome Center at 12275 Mercado Drive in Venice, Fla. The Welcome Center is open daily 9 a.m. to 5 p.m.


Jennifer Hamilton, Gravina, Smith, Matte & Arnold Marketing and PR, 239-275-5758, [email protected]

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