Today we’d like to introduce you to Nicholas Caruso.
Hi Nicholas, so excited to have you with us today. What can you tell us about your story?
Smoak N’ Goats (SNG Soaps) is a small, family-run business built around our love for our goats and our passion for creating handcrafted goat milk products. Our daughter, Juliana, started the business while she was in high school as a way to earn money to fund her barrel racing hobby. She began making goat milk soap and sharing it with friends and family to try. As people began coming back with stories about how much they loved the soap and the results they were seeing, we realized she had stumbled onto something special. Little by little, what started as a high school side job grew into SNG Soaps.
As our business grew, so did our appreciation for the goats behind it. We spend a tremendous amount of time with our herd, milking them every day, caring for them, and getting to know each of their unique personalities. We quickly realized that our goats weren’t just animals on our farm—they had become part of our family. Each one has their own quirks, personalities, and stories, and in many ways, they are surprisingly relatable to the people in our own family. Because our goats literally share their milk to make our products, we wanted them to be much more than just the name behind the soap. We wanted our customers to know them, love them, and feel like they are part of the herd, too. Today, SNG Soaps continues to grow as we add new products, experiences, and events that bring people closer to our goats and our family. From Sip N’ Soap parties and pop-up events to Goat Bingo and our twice-yearly Goatie Gram weekends—where we deliver gift sets along with two adorable baby goats for 30 minutes of snuggle time—we are always looking for new ways to share what makes our little herd so special. Our hope is to continue growing while bringing more people into our family and giving them a chance to experience the joy, personalities, and connection that inspired SNG Soaps in the first place.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Juliana going to college has been a challenge and adjustment. We (her family) have continued to work on the business while she is away. It has been difficult growing the business, managing the goats and still working our full-time jobs, but at least it’s work we enjoy. And being together while we work is the biggest benefit of all.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
At SNG Soaps, we make artisan goat milk soap using milk from our own herd, but what truly sets us apart is that we don’t just make soap—we make goat-inspired soap. Every goat in our herd has a unique personality, and we bring those personalities to life through our products. We design each soap with a specific goat in mind, choosing the colors, design, scent, and overall feel to reflect their individual “vibe.” A sweet, gentle goat might inspire a soft, delicate soap, while a sassy or mischievous goat might get bold colors and a playful scent. Our customers aren’t just choosing a scent; they’re choosing a goat and getting to know the personality and story behind the bar.
We are most proud of the connection we have created between our customers and our herd. Our goats are not simply a cute marketing tool—they are truly part of our family and an essential part of everything we do. We want every customer to recognize the goat behind their soap, laugh at their antics, relate to their personalities, and eventually feel like they know them. That combination of handcrafted goat milk products, storytelling, and real-life experiences with the animals is what makes SNG Soaps different. We aren’t trying to be just another soap company; we are creating a brand where every bar has a personality, every goat has a story, and every customer can feel like they are part of the herd.
Can you share something surprising about yourself?
Most people don’t know what SNG stands for. Smoak N’ Goats is named after Juliana’s very first and beloved barrel horse Smoak. Smoak unfortunately passed away way too soon, so when the business was started, Juliana named the business after her friends who helped her start it all…. Smoak N’ Goats.
Contact Info:
- Website: https://SngSoaps.com
- Instagram: Instagram @SNG_Soaps
- Other: TikTok: https://www.tiktok.com/@sng_soaps?_t=ZP-9021QYhG8w2&_r=1
