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

With the first European Centurion Lounge now open at London's Heathrow, Soapsmith founder, Samantha Jameson, talks us through the partnership

By Rhea Cartwright

13 October 2021

nternational travel is firmly back on the agenda and with the new American Express Centurion Lounge at London Heathrow Airport, we cannot wait to catch flights not feelings. Situated in Terminal 3, it is their first European lounge which has taken cues from trailblazing leaders in British art and design, and has collaborated with award-winning British bath and body care company, Soapsmith to deliver their signature scents to the lounge.

For Soapsmith founder, Samantha Jameson, she knows that whether travelling for business or pleasure, our experience always begins at the airport. “London is such a vibrant, cosmopolitan place and we wanted to emulate that energy in the lounge whether you’re a frequent flyer or just passing through. Everyone is itching to travel right now and Soapsmith scents will take people on a journey through London.”

Soapsmith founder, Samantha Jameson was inspired to launch the brand after hearing that manufacturing was dying in in the UK.

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.

The bar area in the new AMEX Centurion Lounge.

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.

The Short Stack

With flights back on the agenda, Soapsmith's collaboration with AMEX aims to get us in the holiday mood, well before take-off.

By Rhea Cartwright

More from Culture