This article was created by National Geographic Traveler (UK).
“There's nothing quite like walking barefoot in the boreal forest,” says Joella Hogan, with a twinkle in her eye. “The crunch of leaves, the snapping of twigs, the spongy, wet moss that cushions your feet. Overhead, light filters through the canopy, mist from a nearby waterfall clings to the trees, and birds fly by. A song whispers on the wind.”
So it's perhaps no surprise that going out on land in search of natural ingredients is one of Joella's favorite aspects of her plant-based soap making business.
“When the opportunity arose to acquire the Yukon Soap Company in the heart of the Yukon Territory, I saw it as a way to reconnect people with Canada’s remote and wild north.” she explains. “Many of my products are made using wild plants from the boreal forest such as spruce tips, rose petals, fireweed, juniper berries and labrador tea. We work together to harvest the crops.”

Yukon Soap Company handcrafts wellness products that honor Indigenous values and traditional plant knowledge. Owner Joella Hogan strives to incorporate as much local culture, language and tradition into the soap making process and packaging as possible. Photo: Alex Manitopies
The small mining town of Mayo, located at the confluence of the Mayo and Stewart Rivers, is within the traditional territory of the Nacho Nyak Dan First Nation and home to the Yukon Soap Company. Joella moved here in 2003 to reconnect with her grandmother's community, land and language, and to deepen her understanding of her indigenous Northern Tuccione heritage.
“Long before the gold rush, our people lived and thrived on these lands, but we never had the opportunity to share our customs and traditions,” she says. “Our stories have been taken away from us, and if they have been told, they have often been done without our consent, perspective or knowledge. Now we can take back this story and help our local economy. They are working hard to bring it back and I wanted to be a part of it.”
Entrepreneurship has always been present in Joella's life, with both her father and brother running their own businesses. However, Indigenous peoples in Canada, particularly women, face numerous challenges, including limited access to capital, difficulty purchasing real estate, and obstacles to building wealth. This reality became clear to Joella when her traditional bank rejected her loan application as she looked to expand her business.
“Indigenous peoples cannot own the land they live on, nor can they own the homes built on that land, until land laws are enacted,” she explains. “This lack of property rights is a significant barrier to economic advancement when Indigenous peoples are unable to obtain equity in their homes or borrow money against them.”

As Joella says, “Fireweed is the Cinderella of the forest.'' After a fire, when only blackened trees remain, willow warblers magically transform the desolate landscape. Joella uses these pressed roots and leaves to handcraft a variety of plant-based wellness products. Photography: Michelle Doucette
Fortunately, Joella was able to secure a financial partnership that allowed her to expand production and move her home business to a new custom-built facility named Raven's Landing in downtown County Mayo. From there, she is able to handcraft a variety of sustainable wellness products, from soaps to shampoo bars, bath salts, scrubs, salves, sprays, and essential oils.
“My work is both chemistry and art,” says Joella. “I love experimenting with natural colors and flowers, and when I crush a petal or leaf, I think of the hands that harvested them. Not every batch turns out exactly how I envisioned it. Sometimes the look, swirls, and textures aren't quite right, but there's a certain beauty in the unexpected.”

The Grandmother Line is a particularly special product from Yukon Soap Company, paying a heartfelt homage to our grandmothers and their traditional teachings. The box design is carefully crafted to match the brand's “Grandma's Handkerchief” and the soap's name means “Grandma” in all eight of Yukon's First Nations languages. Photo by Virginia Midford
But this story goes beyond handcrafting cosmetics and reconnecting locals with their land. Joella quickly realized there was an opportunity to empower and uplift Yukon's Indigenous communities and share the cultural teachings of their Elders with travelers.
As a result, all of her products are created using traditional Northern Tuccione methods and botanical knowledge, and are packaged with helpful plant phrases, inspirational quotes, and cheat sheets that relate to the product. Masu.
“I believe in creating quality cosmetics, but I realize my impact even more through storytelling,” says Joella. “I have learned a lot from my elders. I want to continue to share our culture and survival stories and shine a light on the issues that affect us.” ”
And it's safe to say that every purchase has a positive impact. A portion of all proceeds are reinvested into local communities to support efforts to train Indigenous youth in traditional medicine, language, and business skills. Funds are also being donated to local charities and community groups working to revitalize Indigenous culture.
Join us:
Held at the company's Ravens Landing facility and led by skilled artisans, these sessions teach participants how to make a variety of natural products, including botanical bath salts, air freshening room sprays, felt soaps, and sugar scrubs. Masu. Visitors are also encouraged to consider the cultural significance of local plants and how indigenous knowledge holds the key to a more sustainable future.
manner:
The itinerary also includes optional excursions, including a workshop at the Yukon Soap Company. For more information and to book, visit mycanandatrips.co.uk.
This story was produced with the support of My Canada Trips, Destination Canada, Destination British Columbia, and Travel Yukon.
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