Putting scent at the heart


Soapsmith’s award-winning soaps don’t just cleanse – with a range of evocative scents, they stir our deepest memories and emotions

When Sam Jameson began making soap in 2003, it was purely a hobby. But her nose for scents, combined with natural passion, ambition and perfectionism, eventually brought Soapsmith into existence.

“What drove me to turn my kitchen-table hobby into a viable business was hearing the news one morning that London’s manufacturing and crafts industry was nearly all gone,” she says. “I didn’t want to see London lose such a rich and important part of its soul, and so I decided to do something I’d always wanted to do: launch a company producing unique, distinctive and really high-quality soap products that put scent at the heart, right here in London.”

Embracing the relationship between memory, emotion and smell, Soapsmith products are named after different areas of London: including Lavender Hill, Hackney and Camden. “London is an exciting place – it has so many stories to tell,” says Sam. “And what better way to tell those stories than through scent – the very thing that binds people to memories and places.” These fragrances evoke folk memories of individual locations, such as the vibrant, eclectic spices found permeating Brick Lane, or the heady notes of rose, honeysuckle, primrose and peony found throughout Bloomsbury’s community gardens.

“Our customers enjoy the story and they value the quality, craft and creativity that is poured into our products – both inside and out,” says Sam. “But it’s the scent that keeps people coming back. We are a scent-driven company. If you smell something beautiful, you can’t help but grin. And to me, there is no greater reward than making people smile.”

Soapsmith was launched in 2012 and immediately found a home in the UK’s leading high-end department stores. Products are currently available in Liberty, Fortnum & Mason, Fenwicks and Anthropologie, with further interest coming from all over the world. As Soapsmith has grown, Sam is no longer as hands-on with production as she once was – she can now focus on utilising her true creative passions and skills by creating new products and scents. She also finds time to support the business and public community – from empowering women in business and promoting workplace wellbeing, to donating hygiene essentials to local homeless charities.