In the world of online beauty retail, consumers are met with an enormous amount of choice. Platforms like LookFantastic, Cult Beauty, and Sephora UK offer thousands of products from global brands, making it easy to become overwhelmed. Yet, as more people shift towards natural, sustainable, and skin-friendly alternatives, a different kind of retailer has begun to stand out: SOHO Brands.

A growing number of customers are now asking an important question: why SOHO Brands compared to LookFantastic? What makes SOHO Brands different, and why are more shoppers turning to smaller, specialised retailers rather than the global giants?

The answer lies in a simple but powerful shift in the beauty industry. Consumers no longer want mass-market skincare powered by heavy fragrancing and synthetic fillers. They want efficacy, transparency, and authenticity. They want products that feel personal, crafted, and connected to their needs—especially when dealing with sensitive skin conditions such as eczema, dermatitis, rosacea, and dryness.

SOHO Brands was created for exactly this purpose. As a retailer specialising in British natural skincare, the company focuses on high-quality, problem-solving formulas from smaller, independent brands that rarely appear on mainstream platforms.

Unlike LookFantastic, which offers a broad catalogue of global beauty lines, SOHO Brands takes a more selective approach—curating products that support the skin barrier, reduce inflammation, and work in harmony with sensitive or reactive skin.

In this long-form guide, we’ll explore what sets SOHO Brands apart, why more customers are choosing niche natural skincare over mass-market offerings, and how artisan British brands such as Thunderbird Skin and Balmonds deliver real results for problematic skin.

We will also highlight key products from both of these brands that have become favourites among customers seeking gentle, effective, eco-conscious skincare solutions.

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What Makes SOHO Brands Different from LookFantastic?

LookFantastic is an enormous retailer with tens of thousands of products from household names. It excels in mainstream beauty, variety, and promotional campaigns. However, with scale comes generalisation. Its catalogue includes everything from haircare to tanning, makeup to electricals, luxury to budget brands. This wide scope means its skincare offering is not purposefully curated for sensitive skin or natural formulations.

SOHO Brands operates in a completely different way.

Rather than sourcing as many brands as possible, SOHO Brands focuses on a refined selection of British natural skincare producers, many of which are artisan, small-batch, and highly specialised. These products are chosen not for mass appeal, but for their impact on:

• eczema
• dermatitis
• dry and irritated skin
• compromised skin barriers
• sensitive and reactive skin types

This level of focus is rare among major beauty retailers. SOHO Brands chooses to work with domestic brands committed to clean, sustainable, botanical skincare that genuinely supports skin health.

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The Rise of British Natural Skincare

There has been a significant shift over the past decade towards natural formulations, ethical sourcing, and environmentally conscious beauty. However, few mainstream retailers prioritise British-made skincare with short, transparent ingredient lists.

SOHO Brands stands out by championing small UK creators who produce effective skincare with:

• minimal preservatives
• no synthetic fragrances
• plant-based ingredients
• ethically sourced botanicals
• formulations designed for compromised skin

This distinguishes SOHO Brands from larger retailers, where many products—though popular—contain alcohols, synthetic fragrances, silicones, and harsh surfactants that often aggravate inflammatory skin conditions.

Consumers searching for eczema-friendly or ultra-gentle skincare frequently discover that mainstream platforms lack depth in this area. SOHO Brands fills that gap.

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Why SOHO Brands Compared to LookFantastic for Sensitive Skin?

The primary reason customers choose SOHO Brands is the skin-first approach. Sensitive skin is not a niche concern; millions across the UK struggle daily with flare-ups, itchiness, redness, and impaired skin barriers.

SOHO Brands focuses on brands that actively support the health of sensitive skin, rather than merely appealing to beauty trends.

This includes:

• balms rich in natural oils
• creams formulated without fragrance
• soothing botanicals like calendula and chamomile
• barrier-supportive ingredients like omega fatty acids
• products tested on eczema-prone skin

This curated approach means customers feel confident that any product they choose has been selected for its gentleness, safety, and efficacy.

To demonstrate this, let’s explore the two flagship brands carried by SOHO Brands: Thunderbird Skin and Balmonds.

Neither of these are commonly found on LookFantastic because they are specialist British brands that prioritise skin health over mainstream visibility.

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British Independent Skincare Brands You’ll Find at SOHO Brands (But Not at LookFantastic)

Thunderbird Skin

Thunderbird Skin is a small, independent British brand dedicated to wild-harvested, natural skincare. The brand combines traditional herbal knowledge with modern skin science to create deeply restorative products that work harmoniously with the skin barrier.

Every formulation is made in small batches, using seasonal botanicals and rich plant oils. This artisan approach makes their products ideal for people seeking skincare that heals, nourishes, and protects.

SOHO Brands stocks key products from Thunderbird Skin, including:

1. Thunderbird Wild Crafted Repair Balm

A rich, restorative balm created with wild-crafted herbs. Ideal for dry patches, eczema flare-ups, and irritated areas. Unlike synthetic creams found on more commercial platforms, this balm uses botanical oils and herbs traditionally used to soothe inflammation. It is a favourite among those with highly sensitive or compromised skin.

2. Thunderbird Rescue Cream

A versatile cream designed to calm inflamed or stressed skin. Formulated with natural extracts, it supports repair and resilience, making it an excellent daily moisturiser for dermatitis-prone or reactive skin types.

3. Thunderbird Enzymatic Cleansing Balm

A gentle, enzyme-powered cleanser designed to remove impurities without stripping the skin. Perfect for those who find foaming cleansers harsh or drying. Its natural fruit enzymes provide a mild exfoliation suitable even for sensitive skin, while nourishing oils maintain the skin’s moisture barrier.

These products represent exactly the type of skincare mainstream retailers rarely offer: natural, British-made, small-batch, and barrier-friendly.

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Balmonds

Balmonds is one of the UK’s most recognised natural brands for eczema-prone skin. Initially created by a mother looking for a gentle balm for her daughter’s eczema, the brand has grown into a trusted name for those seeking steroid-free alternatives.

Unlike many brands on LookFantastic, Balmonds is entirely fragrance-free, free from harsh preservatives, and formulated specifically for problem skin.

SOHO Brands stocks several Balmonds favourites, including:

1. Balmonds Skin Salvation

This is one of the UK’s most iconic natural balms for eczema, dermatitis, psoriasis, and dry skin. Made with beeswax, hemp, olive oil, and calendula, it acts as a protective, soothing, anti-inflammatory barrier. It is particularly effective during flare-ups and winter months.

2. Balmonds Omega-Rich Facial Oil

A nourishing facial oil loaded with omega-3 and omega-6 fatty acids to support the skin barrier. Ideal for rosacea, eczema on the face, and general dryness. It provides long-lasting moisture without irritation.

3. Balmonds Super Boost Face Serum

A deeply hydrating, plant-powered serum suitable for sensitive or thinning skin. Formulated with antioxidants and natural extracts, it helps soothe inflammation, support collagen production, and improve overall skin resilience.

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The SOHO Brands Approach: Curation Over Quantity

One of the biggest differences when comparing SOHO Brands with LookFantastic is the approach to product selection.

LookFantastic stocks thousands of items, including chemical-heavy formulations and products that cater to a general beauty audience.

SOHO Brands instead focuses on:

• small British makers
• natural and botanical ingredients
• products specifically suitable for sensitive skin
• formulations that avoid common irritants
• brands that practise ethical and sustainable production

This creates a more meaningful shopping experience, especially for customers seeking solutions rather than trends.

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Why Many Customers Prefer SOHO Brands Over LookFantastic

Here are key reasons customers increasingly choose SOHO Brands:

1. Specialisation in Sensitive and Problematic Skin

SOHO Brands curates products designed for eczema, dermatitis, acne, and eczema-prone skin. LookFantastic’s broad offerings do not prioritise this niche.

2. Support for Small British Brands

By choosing SOHO Brands, customers support local creators and artisan formulations that would otherwise be overshadowed on large platforms.

3. Natural, Clean, and Transparent Formulations

Many LookFantastic products contain:

• synthetic fragrances
• harsh alcohols
• silicones
• artificial preservatives

SOHO Brands avoids these in favour of natural, plant-based ingredient lists.

4. Ethical Purchasing

Thunderbird Skin and Balmonds both create environmentally responsible products. SOHO Brands extends this commitment by offering minimal-waste packaging and ethically conscious suppliers.

5. Genuine Skin Benefits

Many customers turn to SOHO Brands after struggling with mainstream products. Natural balms, oils, and gentle cleansers successfully support the skin barrier—essential for combating eczema or dryness.

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Skin-Friendly Shopping: How SOHO Brands Helps Eczema-Prone Customers

Eczema sufferers frequently report that mainstream beauty retailers lack enough options suitable for inflamed or reactive skin. Long ingredient lists, perfumed formulas, and synthetic texture enhancers are often a recipe for irritation.

SOHO Brands has built its offering around:

• balms for flare-ups
• mild cleansers
• omega-rich moisturisers
• fragrance-free serums
• botanical oils that nourish rather than irritate

By centring its selections around skin health, SOHO Brands acts as a trusted guide rather than simply a retailer.

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Why Choosing Local, Natural Brands Matters

When comparing SOHO Brands to LookFantastic, one of the most compelling advantages is the commitment to small, local producers. British natural skincare brands offer:

• fresher ingredients
• small-batch production
• handmade quality
• reduced carbon footprint
• ethical sourcing of botanicals

Customers increasingly value this transparency and craftsmanship.

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Conclusion: Why SOHO Brands Compared to LookFantastic?

SOHO Brands stands apart because it prioritises skin health, natural ingredients, and small independent British makers. Where LookFantastic focuses on broad beauty retail, SOHO Brands focuses on skincare that genuinely works—especially for those with eczema or sensitive skin.

Choosing SOHO Brands means choosing:

• natural, clean formulations
• brands like Thunderbird Skin and Balmonds
• skincare handmade in Britain
• products designed specifically for problematic skin
• a retailer with values rooted in sustainability and care

For customers searching for a more personal, effective, and ethical approach to skincare, SOHO Brands offers something truly different.