“There is nothing quite like walking barefoot through the boreal forest,” Joella Hogan beams. “The crunch of leaves, the snap of twigs, the dewy, spongey moss cushioning your feet. Overhead, light filters through the breaks in the canopy, mist from a nearby waterfall clings to the trees and birdsong often whispers on the breeze.”

It’s perhaps unsurprising, then, that being out on the land foraging for natural ingredients is one of Joella’s favourite aspects of her plant-based soap-making business.

“When the opportunity came up to buy the Yukon Soaps Company in the heart of the Yukon, I saw it as a way to reconnect people to Canada’s remote, wild north,” she explains. “Many of my products are made with wild botanicals from the boreal forest — spruce tips, rose petals, fireweed, juniper berries and labrador tea — and I rely on people in my local community of Mayo to harvest with me.”

Located at the confluence of the Mayo and Stewart rivers, the small mining town of Mayo is situated within the traditional territory of the Na-Cho Nyäk Dun First Nation, and is where the Yukon Soaps Company is based. Joella moved here in 2003 to reconnect with her grandmother’s community, land and language, and deepen her understanding of her First Nation Northern Tutchone heritage.

“Long before the Gold Rush, our people lived and thrived throughout these lands, yet we haven’t had the opportunity to share our customs and traditions,” she states. “Our stories were taken away from us and, if told, it was often without our consent, perspective or knowledge. Now, we’re working hard to take back the narrative and reclaim our local economy — and I knew I wanted to be a part of that.”

Growing up, entrepreneurship was a constant presence in Joella’s life, with both her father and brother running their own businesses. However, Canada’s First Nations people — particularly women — face numerous challenges, including limited access to capital, difficulties in purchasing property and obstacles to building wealth. This reality became all too clear to Joella when, seeking to expand the business, the bank she’d used her entire life denied her loan application.

“Until a First Nations person has a Lands Act, they cannot own the land they live on and they cannot own the homes built on that land,” she explains. “This lack of property rights is a big barrier against financial progress when First Nations people cannot earn equity on a house or use it as collateral to borrow money.”

Fortunately, Joella was able to secure a financial partnership, allowing her to expand production and relocate her home-based business to a new, custom-built facility in downtown Mayo named Raven’s Landing. It’s from there that she’s able to handcraft her variety of sustainable wellness products, which range from soaps to shampoo bars, bath salts, scrubs, salves, sprays and essential oils.

“My work is equal parts chemistry and art,” Joella states. “I love experimenting with the natural colours and flowers and, as I crush the petals and leaves, I’m reminded of the hands that harvested them. Not every batch turns out as I envision — sometimes, the look, the swirl or the texture isn’t quite right, but there’s a certain beauty in the unexpected."

But this story is about even more than handcrafting cosmetics and reconnecting locals to the land. Joella quickly realised she had an opportunity to empower and elevate the Yukon’s First Nations communities and share her Elders’ cultural teachings with travellers.

As a result, all her products are created using traditional Northern Tutchone methods and plant knowledge, and then packaged with helpful phrases, inspirational quotes and cheat sheets about the plants connected to the products.

“While I believe I create quality cosmetics, I see my impact more through storytelling,” Joella states.“I’ve learnt a lot from my Elders and want to continue to share stories of our culture and survival, bringing light to the issues that impact us.”

And it’s safe to say that every purchase has a positive impact. A portion of all proceeds is reinvested in the local community to support initiatives that train First Nations youth in traditional medicine, language and business skills. Financial contributions are also made to local charities and community groups dedicated to First Nations cultural revitalisation.