Black-owned Delray business pioneers soap kids love to use

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After working with kids with autism for years, lifelong Delray Beach resident Briah Duncan saw a need for a product that would encourage kids to wash their hands.

So, she and her husband Adly Enoicy developed Selphf’s Sensory Soap — a jiggly, bright soap that comes in orange and purple.

Black-owned body care brand Selphf carries a variety of body care products such as soap and massage bars, oils, and serums. Duncan believes Selphf is a stand-out brand because of its passionate owners — herself and her husband.

Duncan says she immediately received positive feedback on the Sensory Soap after the launch.

“The kids absolutely loved it,” Duncan said. “Some kiddos that were very minimal in their verbiage would say, ‘So good, so good.’ And that’s what really pushed us to say, ‘OK, the market needs something like this and our kiddos with autism need something like this as well.’”

While the product is inspired by autistic children, Duncan says neurotypical kids and even adults enjoy the soap as well. Lee Cohen, one of Selphf’s regular customers, says the Sensory Soap is one of his favorite products.

“I took it home to my kids and they absolutely loved it,” Cohen said. “Now they associate washing your hands with a fun, positive thing. With all the germs and everything we have going on in our world today, any way you can promote handwashing is a win for everybody.”

Duncan created Selphf with the help of her husband in pre-pandemic times, but the business really took off during the COVID-19 spike.

“During COVID, I know that was a hard time for a lot of people, but we actually saw the greatest growth during that time frame,” she said. “Things really took off from there and we haven’t looked back since.”