Magnolia Soap & Bath Co. Selects Square to Power Its 50+ Location Retail Franchise

The clean beauty brand is leveraging Square's unified commerce platform to streamline franchise management of 50+ locations across 17 states

DISTRIBUTED-WORKFORCE/OAKLAND, Calif.--(BUSINESS WIRE)--Magnolia Soap & Bath Co., the fast-growing, clean personal care franchise, has selected Square as its unified commerce platform powering more than 50 locations across 17 states. As the brand continues its national expansion, Magnolia Soap & Bath Co. is investing in modern, scalable infrastructure to support franchisee success, maintain brand consistency, and deliver the immersive in-store experience that has defined the brand since its founding.

Magnolia Soap & Bath Co. was born in 2016 from a mother’s desire to find safer alternatives for her daughter's sensitive skin. Since founder Magen Bynum opened the first 1,200 square-foot storefront in a small town in Mississippi, the brand has grown into one of retail's most compelling franchise success stories. Magnolia Soap & Bath Co. built a loyal following around ingredient and manufacturing transparency, fostering community, and southern warmth.

Experiential Retail, Powered by the Right Tools

Magnolia Soap & Bath Co. operates at the intersection of omni-channel retail and in-person experience, with customers able to see products being made in stores, customize scents, participate in hands-on workshops, and take part in charitable initiatives including ‘Hope in Soap’ – a monthly program directing soap proceeds to a local organization. For Magnolia Soap & Bath Co. franchisees, these touchpoints bolster the brand's reputation as a community destination where profitability and purpose go hand-in-hand.

“Square has molded to us and grown with us as we’ve expanded nationwide,” said Magen Bynum, Founder of Magnolia Soap & Bath Co. “We use it in every aspect of our business, from pulling KPIs and coaching franchisees, to managing inventory and processing transactions day-to-day. Having that visibility across all of our locations has been critical as we scale.”

Square for Retail supports this model by handling the operational complexity behind the scenes, so that retail teams can focus on facilitating exceptional customer experiences. Each Magnolia Soap & Bath Co. location operates with a consistent digital foundation powered by Square, including branded micro-sites that enable online ordering, same-day pick-up, local delivery via DoorDash, and party and event bookings. This standardized infrastructure ensures that every franchisee can launch, rollout, and operate with the necessary capabilities from day one – all while maintaining the unique community feel each store brings to its neighborhood.

Square for Franchises also handles reporting and KPI tracking across all 50+ Magnolia Soap & Bath Co. locations, enabling their leadership team to meet with franchisees equipped with consistent, real-time data. Square's inventory management tools ensure product visibility across the network, while the Square Kiosk point-of-sale (POS) furthers the brand’s delightful in-person experiences.

Standardizing Franchise Operations While Enabling Local Independence

“Retailers work every single day to earn customer loyalty. With every engagement, every sale, at every location,” said Nick Molnar, Global Head of Sales and Marketing at Block. “Magnolia Soap & Bath Co. has built one of the most trusted clean beauty brands in retail by staying relentlessly focused on the customer experience. Square gives the franchise the operational backbone to protect and scale that trust as they grow, while enabling independence at the local level.”

With a strong foundation in place, Magnolia Soap & Bath Co. is preparing for its next phase of expansion, with plans to open additional locations and continue evolving its product offerings. The company remains focused on deepening customer relationships, expanding its clean product line, and strengthening its position as a lifestyle brand rooted in transparency and trust. Square will continue to play a central role in that growth, providing the tools and insights needed to scale efficiently while preserving the brand’s signature in-store experience.

For more information about Square's solutions for retail businesses, visit squareup.com/retail.

About Magnolia Soap & Bath Co.

Magnolia Soap & Bath Co. was founded in 2016 by Magen Bynum in New Albany, Mississippi, with a mission to create clean, plant-based personal care products that families can trust. Built on a foundation of simple ingredients, southern warmth, and community connection, the brand has grown to more than 50 franchise locations across 17 states. Every Magnolia Soap location offers an experiential retail environment where customers can see products being made, participate in workshops, and engage with the brand's monthly Hope in Soap charitable program. For more information, visit magnoliasoap.com.

About Square

Square helps businesses turn transactions into connections and businesses into neighborhood favorites.

In 2009, Square started with a simple invention — the first mobile card reader, which changed how the entire financial system thinks about small businesses. Square has since grown into a global business platform helping millions of sellers of all sizes participate and thrive in their communities. Whether independently run or a global chain, Square understands that sellers succeed when they have the freedom to focus on the experiences that keep customers coming back. From point of sale and payments to online commerce, staff management, cash flow tools, and more, Square brings together the tools sellers need to run and grow on one intelligent platform. For more information, visit squareup.com.