Hidden Folk: est. 2012

Creators: Seth Dodson and Viktor van Bramer

What's your company philosophy?
"Hidden Folk is a company that is obsessed with beauty, design, and quality," says van Bramer. We believe that body-care products should be a luxurious, healthy, and a joyful part of your daily routine. We are committed to creating products that are all-natural, vegan, and free of harsh chemicals."

What's the most challenging aspect of running a business?
"Everything! We currently formulate, create, design packaging, and market all of our own products — all the while having full-time jobs," says van Bramer. "Though it is stressful and overwhelming at times, the rewards outweigh the negatives."

What's one product we have to try right now?
"We are obsessed with the Black/Opopanax bar soap," exclaims van Bramer. "The fragrance of the soap is woodsy and invigorating. It is saturated with fine pumice and green clay. The pumice gently exfoliates and polishes skin, while the clay extracts impurities. It works wonderfully as a mask when worked into a lather."

Anything new on the horizon?
"There is always something new on the horizon here at Hidden Folk," says van Bramer. "In addition to expanding our body-care line, we are working on artwork and home decor items that fit into our brand."

In your own words, describe the Chicago woman beauty consumer.
"We hope that the people who consume our products have a shared interest in healthful alternatives to the overly complicated commercial beauty industry," explains van Bramer. "Our goal is to bring people to a place where luxury is simple and connected to natural well being."

Hidden Folk Black/Opopanax Bar Soap, $18, available at Hidden Folk.