Combining her nursing background and her passion for holistic ways to soothe and support everyday ailments, mum of three Sanna Townsend set out to create simple, sustainable first aid kits designed with real-life parenting in mind. What began as a handful of supplies in a Tupperware box has grown into a thoughtful blend of high-quality essentials and soothing natural remedies, all inspired by the everyday moments of caring for her own children. As founder and wearer of all the hats at Ouch + Soothe, Sanna shares the heart, hard work and hope behind her business, and the journey that has transformed a simple idea into a source of comfort for families.
The Passion: What inspired you to set up your business
I’ve been inspired by my family – my three amazing kids – and by my career as a nurse, along with my own interests in health and wellbeing. I want to feel empowered and have choice in how we care for ourselves. It’s such a lovely feeling, being able to care for my kids with good-quality first aid and natural products. Those little moments where you know you’ve helped and comforted them – it’s heart-warming and deeply rewarding. It hasn’t always been that way! I started out with a few random first aid items tossed into a Tupperware container.
Over the years, I’ve loved learning how to use natural remedies and even food to support healing. I’ve made cough syrup, elderberry syrup, and applied apple cider vinegar on my daughter when she broke out in hives after a viral infection – just a few examples of the many natural remedies and everyday products I’ve experimented with over the years. I don’t shy away from conventional medicine – there’s always Calpol in our cupboard for easing pain – and as a palliative care nurse, I deeply appreciate the role that medication plays in relieving symptoms. I couldn’t do my job without it. I also believe in a whole-person approach. Using the best of both worlds gives us more choice, more balance, and a greater sense of empowerment.
One of my earliest memories of this blend of care was when my eldest, who was about four at the time, got stung by nettles and was screaming in pain. I had just put together a tiny kit with the basics – plasters, antiseptic and a few essential oils like a lavender roll-on. I dabbed a bit on the sting, and it worked, immediately! The next time he was stung, he came over calmly and asked for some lavender. That moment really stuck with me.
Years later, after sharing my idea for a kit that combined high-quality first aid supplies with supportive natural remedies, my friends encouraged me to make it happen. After months of research, trial and thoughtful planning, Ouch + Soothe was born. Originally, I was going to call it OUCH, but the heart of this kit is really about the Soothe – providing comfort, calm and confidence for life’s first aid moments.
The Launch: How did you start out in the beginning
I actually started with sewing – literally sewing the first Ouch + Soothe kit myself! It was fun and creative, but I soon realised that making a hundred of them for a launch would take me about a year. So, I decided to outsource the sewing and focus on what went inside the kit.
While that was happening, I began sourcing and testing products. Some were instant fails – one for cuts stung so badly that all my kids ran to wash it off! Another, a digestive drop for sore tummies, tasted awful and turned out to only be suitable for over-12s. But every test taught me something important.
While testing products and building the kit, I noticed how much plastic and single-use packaging is common in conventional first aid kits. I’m very aware of the need to reduce infection risk, so the products I’ve chosen take that into account too. For Ouch + Soothe, I’ve worked to strike a balance – providing effective, safe care while also being mindful of the environment. Wherever possible, I’ve sourced items with recyclable packaging and included reusable products, so the kit cares for both our families and the planet.
Getting the website up and running was another adventure. I had zero experience in business, web design or marketing, so I had to learn everything from scratch – how to build a site, navigate social media and figure out what “marketing strategy” even meant! It’s been equal parts fun and overwhelming, but also incredibly rewarding.
When it came time to launch, I simply pressed publish on my website. I’d been sharing little snippets on Instagram and told my friends about it – and from there, it’s been growing slowly and steadily. Each message of support, each order, feels like a small celebration of how far it’s come.
The Innovation: What was the biggest breakthrough for you with your business
My biggest breakthrough has been within myself. My confidence has grown so much – both in what I’m creating and in my ability to bring it to life. There’s been so much to learn, and it’s easy for doubt and fear to creep in. I’ve often found myself wondering, Can I really do this? Is my idea any good?
I knew I would regret not giving it a go. So I’ve leaned into the fear, faced the self-doubt and kept going anyway. Each step forward – no matter how small – has strengthened my belief in myself and in what Ouch + Soothe offers.
This business isn’t just a collection of products; it’s a reflection of care, calm and courage. In many ways, it’s an offering of myself – shaped into a first aid kit designed to help others feel supported too.
Yin and Yang: How do you balance work and family
This is definitely a challenge! I have three kids, a dog, a cat, and I work two 12-hour shifts a week. On top of that, we recently decided to home educate our children – so life is full and beautifully busy. I love it, but it means I have to be creative and disciplined about making time for Ouch + Soothe while still being present for everything else.
It’s so easy to get pulled into the business – what starts as a quick email check or a scroll on social media can suddenly take over. There are always so many moving parts, and I’ve had to learn to carve out focused time for specific tasks. By blocking time for Ouch + Soothe, I can free up time to be fully with my family.
My daughter once told me I talk about my business too much – which was a gentle reminder to be intentional about how I spend my time and energy. After all, it’s my business, not my kids’, even though they’ve been amazing helpers – posing for photos and joining me at markets!
Practically, I aim to get up early, before everyone else, to have an hour or two of quiet work time. I also use the moments when the kids are occupied with their own activities, and occasionally I plan a full “Ouch + Soothe day” where I can focus completely. It’s amazing how long some tasks can take – updating the website, creating content, researching ideas – but having a plan helps keep it all flowing (mostly!).
