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Magnolia Soap & Bath Co. Is Using Square to Scale a Clean Beauty Franchise Nationwide

HEALTH & BEAUTY

5/27/20262 min read

Photo courtesy of Magnolia Soap & Bath Co.

What started as one mother's search for safer skincare options has grown into one of retail's most compelling franchise stories. Magnolia Soap & Bath Co., the fast-growing, clean personal care franchise, has selected Square as its unified commerce platform powering more than 50 locations across 17 states.

From a Small Mississippi Storefront to a National Brand

Magnolia Soap & Bath Co. was born in 2016 from a mother's desire to find safer alternatives for her daughter's sensitive skin. Since founder Magen Bynum opened the first 1,200-square-foot storefront in a small town in Mississippi, the brand has grown into one of retail's most compelling franchise success stories.

Magnolia Soap & Bath Co. built a loyal following around ingredient and manufacturing transparency, fostering community, and southern warmth. The brand operates at the intersection of omni-channel retail and immersive in-person experience, customers can watch products being made, customize scents, participate in hands-on workshops, and engage in charitable initiatives like "Hope in Soap," a monthly program directing soap proceeds to local organizations.

Why Square?

Magnolia will use Square for Retail, a service that includes branded micro-sites for each location enabling online ordering, same-day pickup, third-party delivery, and event bookings.

Magnolia will also use Square for Franchises, which tracks reporting and key performance indicators across all locations. Square for Franchises launched in 2023. Additionally, the brand will deploy the Square Kiosk in stores, with Square's standardized payments and hardware technology making it easier for each franchisee to launch and roll out the service.

For Bynum, the platform has become central to daily operations at every level. "Square has molded to us and grown with us as we've expanded nationwide," she said. "We use it in every aspect of our business, from pulling KPIs and coaching franchisees, to managing inventory and processing transactions day-to-day. Having that visibility across all of our locations has been critical as we scale."

A Franchise Model Built on Purpose and Profitability

As the brand continues its national expansion, Magnolia Soap & Bath Co. is investing in modern, scalable infrastructure to support franchisee success, maintain brand consistency, and deliver the immersive in-store experience that has defined the brand since its founding.

The numbers back up the model's strength. Locations in towns of fewer than 10,000 people have generated nearly $700,000 in revenue, operating out of just 1,200 to 1,500 square feet with only one employee during most store hours.

With over 50 family-owned and operated stores and new locations opening monthly, the brand is actively seeking passionate entrepreneurs to join its growing family.

What's Next

The partnership with Square signals that Magnolia Soap & Bath Co. is building the technological backbone needed to support the next phase of its national expansion, ensuring that as new franchise locations open, they have the tools to operate efficiently, stay connected to brand standards, and deliver the community-centered experience customers have come to love.

For entrepreneurs interested in joining the franchise, more information is available at magnoliafranchising.com.

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