While they were freshmen in Shidler College’s Direct Admit Program, alumnae Amber Abara, BBA ’12, MS ’21, and Morgan “Birdy” Cobb, BBA ’12, MS ’21, crossed paths and quickly became best friends. What they didn’t know then was that their friendship would later spark a business — one inspired by a vivid dream Abara had during their Master of Science in Marketing Management program. In the dream, she saw a soap bar shaped like a gua sha. When she shared it with Cobb, expecting a laugh, Cobb immediately responded, “Let’s do it.”
Sudstone soap
That moment became the spark for a skincare company built around a farm-to-face philosophy. Abara and Cobb now source many of their ingredients from Hawai‘i farmers they know and trust, rooting their brand in community and sustainability. They also embrace the phrase “confidence from within,” which for them means feeling grounded in who you are the moment you wake up.
Their idea was deeply personal. Both struggled with acne for years and grew exhausted by the constant stream of advice, products and online trends promising perfect skin. They wanted something simpler — clean ingredients they understood, such as coconut oil, shea butter, turmeric, coffee and honey.
“I grew exhausted trying to sort through the advice of every influencer and article on the internet. I needed a product that made my life a little simpler, with ingredients I understood.”
— Morgan “Birdy” Cobb, BBA ’12, MS ’21
“The media details every trick, product and solution for your skin,” Cobb said. “What you eat, what pillowcases you sleep on, what oils, cleansers and tools you need to fix everything.”
Using sustainable, organic and local ingredients was equally important. Abara, raised in Kāneʻohe, grew up surrounded by lush landscapes and a strong culture of eating local, while Cobb — who moved from Colorado to Oʻahu at 17 — quickly embraced Hawai‘i’s deep connection between land and community. Those values, particularly transparency and environmental care, now guide their brand.
They took their idea further when a favorite professor encouraged them to enter a PACE competition. Preparing for it pushed them to refine their branding, target market and overall vision. Although they didn’t advance, the experience confirmed that their dream had real potential. Later, they applied for and won a Kalo grant through PACE, giving them the seed funding needed to launch.
“I realized that my dream of a gua sha-shaped soap bar could actually become a real business when we won the Kalo grant,” Abara said.
What began as a dream has now grown into a brand shaped by friendship, clean-beauty values and a commitment to supporting local farmers. With their entrepreneurial spark ignited — and support from Shidler’s programs — Abara and Cobb created the product they once needed. They are now proud to share it with the community, one handcrafted bar at a time.
