Soap!
The owners of Fortaroma describe themselves as having a very specific niche in the market, a statement that rang true in more ways than one as I went down the steps to the cosy nest under the Dulwich Café on Lordship Lane. This once claustrophobic location has been transformed into a bright and fresh shop with a great variety of lotions and potions on the shelves.
Iain and Zoe, the friendly couple who not only own the shop but also make some of the soaps as well as serving behind the counter, compare themselves with the soap chain ‘Lush’, yet one remarkable difference with their multinational competitor was the odour. I have always found that there is a danger that soap shops will give me a headache within seconds of entering an overpoweringly lavender-scented room. Yet despite being underground and called Fortaroma, the perfume is gentle and does not give me a migraine, it merely reminds me why people buy soaps – because they smell attractive.
Fortaroma display
Although their slogan is “If you like Lush come and see us!”, they differ from Lush in some important ways: they are more personal, they are not part of a chain, and they use independent manufacturers. However, the ethos of Fortaroma is similar to the Lush philosophy as they create natural plant-based soaps that are handmade (in a workshop on site), and their other suppliers are natural and organic. The shop is kitted out with recycled materials that have been ‘scrounged and found’ and then remodelled to create an open environment decorated with retro pastel colours.
The products looked good enough to eat, and in the case of the ‘banana and coconut tart’ it was hard to prevent myself from literally washing my mouth out with soap! These can be bought in slices and make ideal little presents.
Having previously sold their wares in Greenwich and Camden market, their new location on Lordship Lane should suit them nicely. They fit very well into the general East Dulwich ambience, and especially with the area around the Northcross Road where one can find several shops that sell small items that make a house more homely.
It is a shame that from the outside you cannot see the clean and vibrant interior as it really is quite dazzling. I believe that it is an example of ‘you’ll believe it when you see it’, and just as importantly smell it.
