Young Entrepreneur Lila Mokhtari Demonstrates the Power of Connecting Purpose and Profit

What you may not know is that Lila is only 17 years old—a high school senior. And already she has reinvented the purpose of soap.

It all began a few years ago, when Lila had an epiphany. Her little sister, Stella, was resistant to washing her hands, so Lila used a soap-making kit she had received for Christmas to create a bar of soap with a small toy hidden inside. This experiment was a wild success, forever transforming Stella’s aversion to hand-washing.

“Being a force for good is good for business.”

Experiencing firsthand that creative incentives can drive positive behavior, Lila parlayed that idea into a business concept. She calls Maji a motivational soap brand because the toys embedded in her soaps help kids have fun while they build lifelong hygiene habits.

Inspired by her entrepreneur parents, Marsh and Jan Mokhtari, the founders of Gray Whale Gin, Lila resolved to be an “impact entrepreneur”—a term for people who create companies that prioritize social and environmental initiatives and not just financial gain. Jan and Marsh set the bar high, naming their popular spirit after the California gray whale and directing a percentage of proceeds to support marine conservation organization Oceana.

“I believe business and making an impact are inextricably linked,” says Lila, whose goals for Maji extend beyond turning a profit. “Being a force for good is good for business.”

Reflecting on her father’s anecdotes from a business trip to Africa, where children walked long distances to find water for their families and often found unusable sources, Lila decided that her company would help solve the global water crisis—one of the leading causes of childhood deaths. In addition to inspiring kids to practice good hygiene, she also aims to help children around the world gain access to it.

To achieve that goal, Lila directs a portion of Maji’s proceeds to support Thirst Project, a nonprofit organization dedicated to providing clean drinking water to communities in need. (Maji means “water” in Swahili.) Lila also founded and serves as president of Mira Costa High School’s Thirst Project Club, which raised funds to build two critically needed wells in the African kingdom of Eswatini.

“This cause is especially close to her heart, as she understands that in many communities, women and girls are the ones tasked with walking miles each day to collect water—often at the expense of their education,” says Marsh. “With all the negativity and turmoil happening in the world, it’s wonderful to know that future generations are actively trying to make a difference.”

The affordable soaps—all less than $10—are sold at pop-ups inside boutiques and at local business fairs, as well as on Maji’s website. The Heal soap bars for adults contain a crystal instead of a toy.

Lila crafts each Maji soap by hand with simple ingredients like olive oil, coconut oil, shea butter, distilled water, minerals and essential oils. They feature appealing scents such as rose, “the ocean,” pineapple, lavender and citrus. Even the packaging and shipping materials are eco-friendly.

“It’s a lot of work, but I love being hands-on because it keeps me connected to the mission and to the kids who get excited when they see the toys inside,” says Lila, who also does the production and packaging work herself—occasionally with a little assistance from friends and family when she has large orders.

“She’s not only making waves in the South Bay, but she’s also changing lives on the other side of the world.”

Her work with Maji has been widely recognized, including in Forbes magazine. She’s racking up awards: first place at the Young Entrepreneurs Academy’s national scholarship competition and the title of America’s Next Top Young Entrepreneur; second place in the international Blue Ocean Competition, a pitch contest for high school-aged entrepreneurs that drew more than 12,000 applicants worldwide; and the 2025 Power of Youth Award from Thirst Project.

Last year Lila was a speaker at TEDxManhattanBeach, sharing her experience as an impact entrepreneur. She encouraged her audience to use their purchasing power to positively affect the world, favoring brands that align with their personal values—from company policies to sustainably produced products.

Lila hopes to see Maji carried by major retailers and become a brand large enough to drive meaningful change for water-stressed areas. She’s working with the judges from the Blue Ocean Competition, who have expressed investment interest in taking Maji to a larger market.

She is launching the Young Impact Entrepreneurs Network, a free platform that empowers young people—through curriculum, mentorship and community—to start purpose-driven firms. “With every speech I give and every class I teach, I see more young founders inspired to believe that doing good is good for business—and that’s the kind of ripple effect I want to keep building,” she explains.

As she approaches her 18^th birthday and high school graduation, Lila is staying busy with Maji while applying to colleges. She hopes to study business and entrepreneurship at a program focused on social impact. No matter where life leads her next, she’s confident that she’ll stick with the paradigm of a purpose-driven business—for Maji, and for any future pursuit.

“Lila’s accomplishments reflect a rare blend of entrepreneurial talent, social responsibility and heartfelt empathy—the very qualities that inspire and uplift a community,” says Jan. “She’s not only making waves in the South Bay, but she’s also changing lives on the other side of the world.”