Is This The Flyest New Collab? Soapsmith Have Partnered With AMEX In New Heathrow Lounge

The partnership announcement comes in the middle of Black History Month, which is an annual event highlighting the impact and contribution of the Black British community and it was while listening to an LBC radio show about the sharp decline in British manufacturing that catalysed Samantha to initially start the business. Over a decade later and now glittered with awards and accolades, all of the Soapsmith products are still made in the UK with scents inspired by differing areas of London including Bloomsbury, Camden and Brick Lane and are stocked at the likes of Liberty of London and Fortnum & Mason.

A range of bath and body care will be available in the AMEX Centurion Lounge, with scents seasonally rotated. Launching with “Hackney”, in homage to the borough Samantha grew up in and is a grounding blend of rosemary, bergamot and sandalwood.

“We’re not in the British countryside, we’re in the big smoke,” she muses and the Soapsmith scents are a testament to London life. She intuitively understands the energy and beating heart of London, which brings so many people to our booming, beautiful capital. Her signature scents embody the different ‘vibes’ of London in the same way that Londoners often collectively navigate from North to South and back to West in a single day.

For Samantha, her partnership with American Express felt intuitive from the start having been a long-term customer. “AMEX has historically supported and produced initiatives to help small businesses like myself. I was surprised when they approached me but as a London-based brand, it’s a perfect fit. Our brand story, fragrances and inspiration behind the scents resonated with the AMEX team. They approached us and after trialling the products, made the decision to partner with us.”

Alongside Soapsmith, other highlights of the Centurion Lounge include a menu inspired by London’s multicultural heritage by Michelin-Star chef Assaf Granit and artwork by Norman Parkinson, Carne Griffiths and Stephen Marshall. The only thing left to do is book a destination but with American Express truly bringing the best of Britain to Heathrow with their curated lounge, it would secretly make you enjoy a delayed flight.