A New Chapter Begins at The Soap Store: Meet Darren & Cecily Hooker, New Owners of Ruidoso’s Favorite Bath & Body Boutique

The Soap Store, a beloved destination in Ruidoso’s midtown shopping district, is entering an exciting new chapter under the ownership of Darren and Cecily Hooker. Known for its small-batch, handcrafted bath and body products, the store will continue its tradition of natural, high-quality offerings—with new faces behind the scenes.

Darren Hooker brings decades of experience in public service as a retired Chief of Police for the Village of Ruidoso and former Sheriff of Roosevelt County. A military veteran with over 22 years of service in the National Guard and U.S. Army, Darren is also a current Ruidoso Village Councilor and a strong advocate for local economic growth.

Cecily Hooker is a respected educational leader, having served eight years as principal at Ruidoso Middle School. She also works with school leaders statewide and brings her expertise in strategic planning, budgeting, and community engagement to the business.

Under their leadership, The Soap Store remains committed to excellence in every bar of soap and bottle of lotion. Shoppers will continue to enjoy a wide range of natural products including fragrant bath soaps, nourishing lotions, fizzy bath bombs, mineral-rich salts, and thoughtfully curated seasonal products. All items are made with ethically sourced ingredients and designed to provide a luxurious self-care experience.

The Hookers are excited to preserve the store’s handcrafted charm while expanding its online presence and local partnerships. Visitors and residents alike are invited to stop in, meet the new owners, and discover The Soap Store.

For more information, visit www.thesoapstoreruidoso.com or follow The Soap Store on Facebook.