Simba Essentials
One family. Different parts of everyday life.
Founder
"I didn't start this to compete with the big brands. I started this because my community deserved better."
From a vision born in Brooklyn Park, Minnesota, Hermann A. Prince built Simba Essentials on a simple truth: everyday products should honor the people who use them. Not with mascots. Not with marketing. With real quality, real standards, and real commitment.
The Soldier in Our Logo
The soldier standing inside the O of our SOJA logo is the founder's wife. She is a real woman who raised her hand, took the oath, and chose to serve in the Minnesota Army National Guard — not because she had to, but because some people are built to put something bigger than themselves first.
That courage — showing up, standing firm, serving with pride — is the soul of everything we make. When you hold a SOJA product, you are holding something backed by a real standard. Not marketing. Not a mascot. A real commitment.
"Charmin has a cartoon bear. Angel Soft has a cloud. SOJA has a soldier — a real woman who chose to serve — standing inside our name on every single pack."
— Simba Essentials
Our Family of Brands
Simba Essentials is building a family of brands designed around the way people actually live — from comfort and care to cleaning, convenience and everyday wellness.
Paper & Tissue Essentials
Made for You.
SOJA brings comfort, quality and dependable performance to everyday paper and tissue essentials. Designed for homes and families that expect better from the products they use every day.
Personal & Home Care
Made to Care for You.
NALA is the personal and home care side of Simba Essentials, created around a simple belief: everyday care should feel thoughtful, dependable and made for real life.
Cleaning & Everyday Utility
Here to Help.
SUZI is designed to make everyday household tasks easier. From cleaning products to practical household essentials, SUZI is the dependable helper families can reach for every day.
Functional Beverages & Wellness
Fuel Your Next Level.
PlusUp expands Simba Essentials into everyday wellness. Built around purposeful ingredients and functional benefits, PlusUp beverages are designed for energy, hydration and everyday performance.
Together, our brands share one purpose: making everyday living better.
The Story Behind SUZI
She is the kind of woman who never asked for help but always gave it. She cleaned when she was tired. She provided when there was little. She protected without making it look like protection. She kept everything running — the home, the family, the standard — with a quiet strength that most people never fully see until they are grown and looking back.
I see it now. And I wanted her name on something real.
Every SUZI product carries her standard: do the work right, show up fully, and never let the people you love come home to anything less than the best you can give.
"She is not a memory. She is the reason."
— Hermann A. Prince, on SUZI
My mom's full name is Susana.
What We Believe
We make products with 270 sheets per roll and 3-ply comfort because you deserve more than what the big brands have been giving you. Premium is not a price point. It is a decision.
Our prices are clear. Our story is real. Our products do exactly what we say they do. No fine print. No gimmicks. No cartoon mascots.
We built a subscriber program for customers who deserve savings, and a member network for entrepreneurs who deserve to build alongside us — not just buy from us.
Our Bamboo line exists because sustainability should not cost more than people can afford. We are building accessible eco options for everyday households.
A Black-founded brand that only shows up is not enough. We build to the highest standard, hold every product to the soldier's measure, and refuse to accept ordinary.
Simba Essentials · Brooklyn Park, Minnesota
