The skincare line was conceived in lockdown, while many of Soho House’s clubs were closed, providing an opportunity for the management team to analyse their offering.
Soho Skin began appearing in the rooms of Soho House hotels in February via a trial kit of seven products that came with a QR code, which users could scan to give their opinions. The range launches to the public in October, starting with Space NK as the retail partner in the UK.
The new beauty collection will sit alongside Soho House's existing Cowshed spa and product range, which focused on natural botanicals and high quality essential oils.
All formulas in the new range are vegan, cruelty and silicone-free, with non-eco toxic ingredients. Soho Skin's packaging is also widely recyclable, with the use of FSC paper and glass bottles across most of its products.
Every product is based around the core formulation - dubbed Soho Skin Concentrate - a combination of high-performing actives containing glycogen to restore the vitality of cells, pistacia lentiscus gum aimed at activating collagen and elastic, and lactococcus ferment lysate to improve the skin’s barrier function. Fragrance is minimal.
The product getting the most attention is the 24/7 Treatment, which is designed to help mitigate the effects of a 24/7 lifestyle and is multi-functional for brightened, energised skin. It contains lactic acid to brighten, hyaluronic acid to hydrate and magnesium and ATP to detoxify.
There's also the Detox Mask, which uses non-drying clay, salicylic acid and probiotic ferment, aimed at those with congested or problematic skin.
Beauty lines have become a popular add-on for brands, and diversification has become an imperative for businesses looking to build on an IPO, such as Soho House. They raised $420 million in New York in July 2021. Soho House retained 92 per cent of its members through the pandemic and the proceeds of the IPO have helped to pay off debt and support further expansion.
By Anna Bance
September 2022
