Who are SOHO Brands

SOHO Brands was founded in London, born out of a deep love for the vibrant Soho district. It was here that our founder spent years working within one of the world's leading cosmetics companies, sparking a lifelong passion for the beauty industry.

Our 3 pillars quoted from the founder

Women in bikini in pool applying LIHA Beauty Idan Oil

Pillar 1

Natural brands

"For me, natural brands are the absolute backbone of everything we do. After years inside a major corporate cosmetics house, I wanted to build something genuinely rooted in purity. To us, 'natural' isn’t a marketing trend; it’s our foundation. I truly believe the most effective skincare comes from clean, unrefined, botanical ingredients, and my mission from day one has been to champion brands that respect both your skin and the planet."

Orange tin of 'Rescue Balm' with green balm outside the tin on a white background

Pillar 2

Products that actually work

"Our second pillar is all about products that actually work. I wanted to move past the fluff and curate solutions that deliver real, visible relief for people dealing with challenging skin conditions like eczema, rosacea, and psoriasis. For us, a product has to do more than just look good on a shelf—it has to perform. We focus on targeted, high-performance formulas that genuinely calm inflammation, rebuild the skin barrier, and restore confidence for anyone who has struggled to find answers elsewhere."

Balmonds serum

Pillar 3

The customer first experience

"Our third pillar is all about a genuine, customer-first experience. Having seen firsthand how people are often treated as just numbers in big corporate cosmetics houses, I wanted to do things differently. For us, you are the heart of everything. Your support is what allows us to do what we love every single day, and we never take that for granted. We don't just want you to be satisfied; we want you to feel genuinely cared for, supported, and happy at every step of your skincare journey with us."

That's us in a nutshell

We are truly trying to build something special here. Being a faceless corporation is something we will never be, because we believe people should always be treated as more than just numbers.

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