SOJA&CO was born of a holistic wellness philosophy: wellness of the body, the heart, and the soul. Founded in Montreal in 2018, SOJA&CO is a Canadian, family-owned company that first started out with handcrafted candles and has since grown to include bath, body, home, and cleaning products. Their 2025 Fall Collection is out now and features cozy scents like Hō Wood + Pumpkin, Amber + Oak, and Oud + Apple. We talked with Laurence Gaudreau-Pepin, Founder and CEO of SOJA&CO, to learn more.
What is your business called and what does it do?
My business is called SOJA&CO. Since 2018, we’ve been redefining the art of self-care with products that nurture both body and mind, while staying true to our eco-conscious values. What began with hand-poured soy candles has grown into a wide range of ambiance and wellness essentials, all crafted with unique fragrances and the highest-quality ingredients. As a woman-owned, family-owned, Canadian, and now B Corp certified company, we’re deeply committed to building strong relationships with our customers and fostering a community that values quality, sustainability, and everyday self-care. We believe that what’s good for you should also be good for the planet — that’s why all of our creations are vegan, cruelty-free, non-toxic, and packaged responsibly. At SOJA&CO., our passion lies in helping people live their best lives, and we’re proud to share our love for clean scents, wellness, and handcrafted products with our community.
What made you want to do this work?
I’ve been an entrepreneur since I was 20 years old, but after working for major corporations like L’Oréal, MTY, and Metro, I felt a deep calling to create something truly my own. While my first business was a restaurant partnership with my two older brothers, I knew I needed to prove to myself that I could build and lead my own independent venture. I was drawn to candles because they represented everything I was passionate about – creating beautiful, wellness-focused products that could transform people’s daily experiences. What started as an e-commerce experiment with a product I genuinely loved has evolved into a mission to bring non-toxic, sustainable luxury into Canadian homes.
What problem did you want to solve with the business?
I’ve dealt with anxiety my whole life, and before launching SOJA&CO., I noticed how something as simple as lighting a candle could instantly help me calm down and unwind. The problem was, I couldn’t find any local options in Quebec that were clean, high-quality, and aligned with my values. That’s what inspired me to create my own. I wanted to make wellness products that are non-toxic, accessible, and affordable, while still offering an exceptional olfactive experience — products that I genuinely loved and could feel good about bringing into my home.
Who are your clientele/demographics?
Our primary customers are health-conscious individuals, particularly women aged 25-45, who value natural, non-toxic products for their homes and personal wellness. We also attract eco-minded consumers who prioritize sustainability, as well as gift-buyers looking for thoughtful, locally-made presents. Many of our customers are busy professionals and parents who want to create a calming, luxurious atmosphere in their homes without compromising on safety or environmental values.
How does your business make money? How does it work?
SOJA&CO. operates on a diversified revenue model that maximizes our reach while maintaining our artisanal quality. Our primary income stream comes from direct-to-consumer e-commerce sales through sojaco.ca, which allows us to build strong relationships with our customers and maintain healthy margins. We’ve also established strategic retail partnerships, including a significant partnership with Jean Coutu, as well as placements in over 500 local boutiques and wellness stores across Canada. Additionally, we serve the B2B market through wholesale distribution to retailers, seasonal markets, and pop-up events. A growing segment of our business includes private label manufacturing for other companies, corporate gifting and supplying commercial establishments like hotels, spas, and restaurants that want to incorporate our premium, non-toxic products into their daily operations. This multi-channel approach allows us to scale sustainably while staying true to our commitment to quality over quantity and maintaining the artisanal nature that sets us apart.
Where in the city can we find your profession?
You can find our products online at sojaco.ca, and we’re carried by over 500 local wellness boutiques and gift shops throughout Canada. While we’re based in Quebec, our products are available nationwide through our e-commerce platform. All our retail locations are available here.
What is the best question a prospective customer could ask a member of your profession when comparing services? Give the answer as well.
“What’s on your no-no list of banned ingredients?” This is the most important question because many candles contain harmful chemicals that can affect your health. At SOJA&CO., we’re B Corp certified and have banned an extensive list of harmful ingredients from our formulas since day one, including: phthalates (hormone disruptors), formaldehyde (carcinogen), acetaldehyde (found in cigarette smoke), benzene (causes blood cell damage), xylene (causes headaches and respiratory issues), acrolein (toxic gas), toluene (affects nervous system), GMOs, and respiratory sensitizers. We use 100% natural soy wax, premium lead-free cotton wicks, and carefully selected vegan synthetic fragrances that are free from all these harmful substances. We believe in complete transparency about what goes into our products because your health and our planet matter.
What is the best part about what you do? What is the worst part?
The best part is definitely product development – creating a product from A to Z, imagining it completely from scratch. I love the entire creative process: conceptualizing a new fragrance, thinking about the packaging design, testing different formulations, and seeing an idea transform into a tangible product that people will love and use in their homes. There’s something magical about starting with just an idea and watching it come to life through every stage of development. The worst part is probably all the administrative paperwork – dealing with taxes, accounts payable, bookkeeping, and all the behind-the-scenes business stuff that takes me away from the creative work I’m passionate about.
What is your favourite joke about your own profession?
People always ask if I’m “burnt out” from work – and technically, yes, I am always burning something! But seriously, I love that my job literally brings light and good scents into people’s lives.
Where can we follow you?
You can follow me personally on Instagram, where I share behind-the-scenes of my entrepreneurial journey, and our business account is @soja_co for all things SOJA&CO. – new product launches, product making process, wellness content, etc.
PAY IT FORWARD: What is another local business that you love?
I absolutely love Omy Laboratoires! They’re a Quebec-based skincare company that’s also B Corp certified, and I have so much respect for what Andrea Gomez and Rachelle Séguin have built. What fascinates me is how they’ve revolutionized personalized skincare using AI technology – their SkinAI analyzes your skin and creates custom formulations made fresh on demand. As someone who’s passionate about product development, I’m in awe of their innovation. Plus, they share our values – they’re vegan, cruelty-free, and committed to creating products for everyone, including people going through chemotherapy or gender transition. It’s incredible to see another women-founded Quebec business making such a positive impact while staying true to their values.
