Soap & Glory is a British beauty brand founded in 2006 that specializes in affordable, high-quality bath, body, and skincare products known for their “fearless” formulations and a witty, tongue-in-cheek tone of voice. Since 2014, the company has been a wholly-owned subsidiary of Walgreens Boots Alliance, operating under the No7 Beauty Company portfolio.

Core Brand Identity and Philosophy

Mission:
The brand aims to make every day “more glorious” by combining fun, joy, and indulgence to create an extraordinary beauty experience.

Target Audience:
Soap & Glory celebrates multifaceted individuals, from those who run marathons to those who marathon-watch shows in pajamas.

Brand Personality:
It is characterized by its signature pink packaging, vintage-inspired aesthetics, and humorous product names like “Sexy Mother Pucker” and “The Righteous Butter”.

Philosophy:
They believe that while “beauty absolutely matters, it doesn’t matter absolutely,” advocating for putting on products with happiness and abandon.

Company History and Ownership

Founding:
Launched in 2006 by Marcia Kilgore, a skincare expert who also founded Bliss Spa and Beauty Pie.

Acquisition:
Bought by Alliance Boots in November 2014. It is now part of the Walgreens Boots Alliance group.

Headquarters:
Based in Nottingham, United Kingdom.

Product Portfolio and Best Sellers

Soap & Glory offers a full range of beauty products including bath and body care, skincare, cosmetics, and fragrances.

The Righteous Butter™:
A moisturizing body butter scientifically proven to hydrate skin for 72 hours; it has been voted Britain’s Best Body Butter.

Sexy Mother Pucker™:
An iconic lip-plumping gloss that was one of the brand’s first breakout hits.

Face Soap & Clarity™:
A 3-in-1 daily Vitamin C facial wash that cleanses, exfoliates, and removes makeup.

Clean On Me™:
A cult-favorite creamy shower gel containing mandarin peel extract and built-in body lotion, with one unit sold every 91 seconds in the UK.

Corporate Responsibility and Ethics

Cruelty-Free Status:
Soap & Glory is Leaping Bunny approved by Cruelty Free International, ensuring no animal testing is conducted for its beauty portfolio.

Charity Partnerships:
The brand launched The Better Bathtime Initiative in 2019 to provide hygiene products to those in need. It has a long-standing partnership with The Hygiene Bank, donating over 1.5 million washes to support those in hygiene poverty.

Ethical Ratings:
According to The Good Shopping Guide, the brand currently holds a below-benchmark ethical score due to its performance in categories like organic product certification and animal welfare criteria.

Strategic Innovation

Fragrance-Forward Strategy:
In 2025, the brand announced a new era focusing on fragrance-forward body care.

Digital and Immersive Marketing:
Soap & Glory has expanded into virtual reality, launching “Soap and Glory Land” on the social gaming platform Rec Room to create immersive product experiences.