Photograph by Caitlin Abrams
After five years of selling her natural soaps and skin care products at farmers’ markets, ModernRoots founder Meg DiMercurio has become a full-fledged retailer with stores bookending the Twin Cities. The flagship is in Buffalo, but a sunny new shop in Stillwater is garnering broader excitement for this startup’s back-to-basics shea butter soaps, moisturizing lotions, and healing balms. Prices are exceptionally reasonable—$4 for a bar of soap! More than half of the ingredients are grown on DiMercurio’s family farm in Annandale. On Saturdays, you’re apt to find her daughter Giana behind the counter—the 8-year-old’s skin issues inspired this labor of love turned booming business.