Small-town living and the DIY movement inspired Jeff Lovett and his wife to try soapmaking. Upon seeing the positive reaction they were getting from their homemade goods, they realized that people were yearning for no-nonsense products with clean ingredients that actually got the job done. Today, Lovett Sundries’ approach is a fresh break away from industry norms with nostalgic branding that evokes a feeling of simpler times, straightforward product names, sustainable packaging, and a simple list of ingredients prominently displayed on the front of every package.