A Natural Skincare Brand’s Big Step Into 25 Texas Stores
For aspiring entrepreneurs looking for a launchpad, proof of what’s possible often comes through the stories of those who’ve walked the path before. For Susie Penner, founder and CEO of SoulDeo Naturals, that path started with a personal problem and has now led to a major retail breakthrough: her clean deodorant products are now available in over 20 Market Street by United Supermarkets locations across Texas.
It’s a moment that not only celebrates the growth of a West Texas small business but also highlights the kind of entrepreneurial transformation made possible through the Texas Tech Innovation Hub Accelerator Program.
The Why Behind SoulDeo Naturals
Susie didn’t set out to build a business- at first, she was just trying to solve a problem for herself.
With a family history of breast cancer, she’d grown increasingly aware of the ingredients in her personal care products. After a harsh reaction to a store-bought antiperspirant and growing burnout from her corporate management job, Susie started experimenting with natural formulas in her kitchen.
What started as a creative outlet during a career reset quickly evolved into a passion project… and then, a business.
“What began as a personal solution quickly turned into a passion,” shared Susie, “and eventually, SoulDeo Naturals was born.”
Building a Business from Scratch
Like most early-stage founders, Susie had a lot to figure out. From product formulation to labeling, compliance, and branding, she had to build every piece from the ground up.
And while the market for “natural” deodorants was growing, Susie noticed a gap: most products still used synthetic fragrances or ineffective ingredients.
“At SoulDeo, we don’t use synthetic fragrances at all; only essential oils or flavor oils. Our formula uses magnesium, charcoal, kaolin clay, and other clean, plant-based ingredients. We’re committed to transparency and effectiveness.”
But she needed more than a good product. She needed a path forward and a support system to help her scale.
The Innovation Hub: Finding the Right Community
In 2022, while still living in Canada, Susie discovered the Texas Tech Innovation Hub online. What drew her in wasn’t just access to resources- it was the opportunity to be part of a collaborative entrepreneurial community.
“I was looking for more than a location. I wanted mentorship, programming, and people who could help me grow. The Innovation Hub was exactly what I needed.”
That search led her to apply for the Texas Tech Accelerator Program, a year-long, cohort-based initiative for high-potential startups supported by mentorship, curriculum, and seed funding.
“At first, the idea of pitching felt totally out of my comfort zone. But something about the program kept pulling me back. I’m so glad I didn’t let fear stop me from applying.”
Inside the Accelerator: Why It Mattered
For SoulDeo Naturals, the Accelerator experience was a game-changer. With guidance from seasoned entrepreneurial mentors, a structured curriculum, and weekly assignments that pushed her business forward, Susie began shifting from founder to CEO.
“The mentorship helped me think bigger. The weekly ‘homework’ forced me to work on the business- not just in it. And the community? It reminded me that I wasn’t building this alone.”
The Accelerator gave Susie space to refine her brand, sharpen her messaging, and strategize for growth all with accountability and encouragement. This support system, built on mentor commitment and a network of venture capitalists, community partners, and entrepreneurs, remains one of the most powerful assets of the Texas Tech Innovation Hub.
Big Break: Getting into United Supermarkets
The opportunity to pitch SoulDeo to United Supermarkets came through a Discovery Showcase, which Susie discovered online. With encouragement from her network, she applied, was invited to present, and ultimately got the green light: her products would be stocked in stores across the state.
“It’s HUGE! Starting with up to 25 stores gives us a level of visibility that’s game changing. It’s an incredible opportunity for a small, values-based brand like ours.”
Moments like this are often where preparation and mentorship meet opportunity and it’s exactly the kind of success story that Accelerator participants, mentors, and supporters work hard to build.
Advice to Future Founders (and Why This Matters)
Susie’s story is deeply relatable and that’s what makes it powerful for future Innovation Hub entrepreneurs. Her advice?
“Start before you feel ready, because you probably never will. Be brave, ask questions, mess things up, and keep going. There will be days you feel like a total failure. Don’t let that voice hold the mic.”
And that’s the heart of the Innovation Hub’s mission: to help early-stage innovators quiet that doubt and move forward with purpose, clarity, and the tools they need to succeed.
What’s Next for SoulDeo?
Susie and her team are dreaming big for SoulDeo Naturals. The brand is expanding its product lineup, preparing to bring on full-time team members, and planning a move into a larger space to meet growing demand.
With momentum from United Supermarkets and continued support from the Texas Tech Innovation Hub ecosystem, SoulDeo is well-positioned to scale and serve even more customers across Texas and beyond.
And there’s more on the horizon: In 2025, Susie will proudly join the Goldman Sachs 10,000 Small Businesses Program, a prestigious opportunity for high-potential entrepreneurs. On top of that, SoulDeo Naturals has just been awarded a $40,000 GO TEXAN Marketing Grant, providing a major boost to brand visibility and future growth.
This next chapter isn’t just about scaling a product- it’s about building a brand with purpose, powered by community, and led by a founder who believes in doing things differently.