Today we’d like to introduce you to Javier Folgar.
Hi Javier, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I’ve always lived a very active life. Growing up, I was constantly on the move. Hiking whenever I could, swimming competitively, and eventually pushing myself through sprint triathlons. But no matter how busy or intense life became, there was one ritual that always grounded me: a long, soothing bubble bath.
It was my reset. My quiet moment to breathe and recharge.
Yet every time I walked down the bath aisle to restock, I felt like I didn’t belong there. The shelves were lined with overly floral, sweet-smelling products wrapped in outdated stereotypes about who self-care was “for.” As I started reading labels, I noticed something else. Many of these products were packed with harsh chemicals I didn’t want anywhere near my skin.
I remember thinking, why does something meant to help us relax feel so limiting?
That question stuck with me.
In 2020, I decided to do something about it and launched TOA Waters. I named it after Cuba’s mightiest river as a tribute to my heritage. From the beginning, my mission was to create clean, high-quality products with rich, confident scents that broke self-care stereotypes. I wanted men to feel comfortable enjoying a bubble bath without judgment, and women to have options beyond florals and glitter. Self-care should feel personal, not boxed in.
What started as a small line of bubble baths quickly grew as more people connected with the message and the products.
In 2025, TOA Waters expanded beyond the bathtub into body washes, room sprays, and the world’s first-ever liquid bath bombs.
As an LGBTQ+/Latin-owned business, TOA Waters represents self-care without limits. My journey, from an active kid who found peace in bubble baths to building a growing brand, has always been about creating space for people to relax and be unapologetically themselves.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It definitely hasn’t been a smooth road and I don’t think any small business journey ever is. It’s been an incredible mix of extreme highs and lows that can change day by day. Owning a business teaches you quickly how to celebrate the wins, learn from the setbacks, and keep moving forward even when things feel uncertain.
When I first launched TOA Waters in 2020, I was also working a full-time job. For a long time, I was essentially working two full-time jobs at once. Building the business early mornings, late nights, and weekends. It was exhausting, but I believed so deeply in what I was creating that I kept pushing through.
One of the biggest and scariest moments came this past December when I finally made the leap to focus on TOA Waters full-time and quit my other job. It was a huge risk, especially without that steady paycheck, but it’s been one of the best decisions I’ve made. Even in just a few weeks, I’ve been amazed by how much more I’ve been able to accomplish and how much more balanced my life feels when I can fully pour my energy into the business.
Of course, with that freedom comes a lot more pressure. Now the success of the business directly impacts my livelihood, which can be intimidating. But it’s also incredibly motivating. Seeing new opportunities open up, connecting with customers, and watching the brand grow makes all of the challenges worth it.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
TOA Waters is all about providing self-care for the bold with unique scents, clean ingredients, and zero stereotypes. From the very beginning, the brand was built to challenge the traditional self-care space by creating products that feel inclusive and unapologetically different.
We specialize in handcrafted bubble baths, liquid bath bombs, body washes, room sprays, gift sets, and bath accessories, all made with organic, vegan, and clean ingredients. Every product is thoughtfully crafted by hand in the USA and free from harsh chemicals, sulfates, and unnecessary fillers. Our focus is on bold, confident scents paired with gentle formulas that nourish the skin and elevate everyday routines.
What truly sets TOA Waters apart is our commitment to redefining self-care. We believe self-care shouldn’t be boxed into stereotypes or limited by outdated expectations. Our products are designed for everyone, no matter your gender, background, or lifestyle, and we encourage people to relax and recharge on their own terms.
One of the moments I’m most proud of as a brand was launching the world’s first and only liquid bath bombs last fall. It was an exciting innovation that reimagined a classic self-care product. Our liquid bath bombs deliver all the luxury of a traditional bath bomb without the mess, while using clean, skin-loving ingredients and coming in a perfectly sized, travel-friendly bottle for self-care on the go.
They’re gentle, sulfate-free, and infused with nourishing botanical extracts like aloe vera to hydrate and soothe, papaya and acai berry for antioxidant benefits, passion fruit to revitalize, and green tea to calm and refresh the skin. Like all of our products, they’re 100% vegan and made for all skin types.
What I want readers to know most is that TOA Waters is about feeling good, breaking norms, and making everyday moments of self-care something bold, clean, and truly enjoyable.
What would you say have been one of the most important lessons you’ve learned?
One of the most important lessons I’ve learned is that you can’t build something like this alone. While TOA Waters has always been a dream of mine, it’s only become a reality because of an incredible community of friends, family, customers, and supporters who believed in me and showed up in ways big and small.
In the early days especially, I learned not to be afraid to ask for help. Whether it was advice, connections, feedback, or simply encouragement, having people in my corner made all the difference. Entrepreneurship can feel isolating if you try to do everything yourself, but once you open up and lean into your network, you realize how powerful community truly is.
Networking has been a huge part of the journey. Tapping into other people’s experiences, sharing what I’ve learned, listening to their stories, and staying open to opportunities. Some of the biggest breakthroughs for TOA Waters came from simple conversations that led to unexpected doors opening.
I’ve also learned the importance of balancing ideas with action and being willing to take risks, even when things feel uncertain. You never know how one connection, one conversation, or one leap of faith can change the direction of your business.
More than anything, this journey has taught me that growth happens faster and feels more meaningful when you build alongside others instead of trying to do everything on your own.
Pricing:
- Body Washes: Retail $33.99
- Bubble Baths: Retail $34.99
- Liquid Bath Bombs: Retail $8.50
- Room Sprays: Retail $18.50
- Gift Sets: Retail Starting at $34.99
Contact Info:
- Website: https://toawaters.com/
- Instagram: https://www.instagram.com/toawaters/
- Facebook: https://www.facebook.com/TOAwaters
- LinkedIn: https://www.linkedin.com/company/toa-waters
- Twitter: https://www.x.com/toawaters
- Youtube: https://www.youtube.com/channel/UCIzMj8Rme38sr-FDddkn9Fg
- Other: https://www.tiktok.com/@toawaters
