Meet our Soho Works Accelerator Programme finalists

Introducing the Soho Works Accelerator Programme finalists | Soho House

From beauty and wellness to software development, we’ve handpicked five of the country’s most promising businesses for our newest initiative

Monday 21 March 2022    By Anish Patel

Earlier this year, we welcomed applications for our very first Soho Works Accelerator Programme. It’s aim? To find talented people with brilliant ideas that deserve bigger audiences. It’s all part of our mission to break down barriers, be more inclusive, and improve access to the industry for those outside of the mainstream. 

Created in partnership with Rocket Studio, an agency well-known for launching the extraordinary, our three-week programme will provide expert advice, mentorship from handpicked industry leaders, and investment opportunities that will help promising businesses reach their maximum potential. 

Now, we’re thrilled to announce the five successful Soho Works brands who are part of this year’s selection and represent unique perspectives in the beauty, software development, culture, and wellness sectors.

Introducing the Soho Works Accelerator Programme finalists | Soho House

Alex Birtles, founder of In Good Company

On In Good Company, you’ll find the conscious consumers’ essential guide to small, local businesses that are committed to delivering mission-driven ethical experiences. The app platforms the best ethical, eco, and socially conscious places to go, including cafes, restaurants, shops, salons, and hotels. Plus, it’s completely reliable too, with curated listings that are largely informed by user reviews and created with green tourism in mind.

Introducing the Soho Works Accelerator Programme finalists | Soho House

Samuel Olsson and Alexandros Stergiou, founders of Wanilla 

Wanilla is a no-code solution app for Apple software that makes it easier to produce other mobile apps. It’s code-free, analytics-rich, and designer friendly. ‘Connect to any backend and deploy changes instantly’ is their mantra, and who doesn’t love an app that saves you time and money? Genius.

Introducing the Soho Works Accelerator Programme finalists | Soho House

Anita Asante, founder of Scalp Good 

Turning the wash-day routine on its head, Scalp Good is a high-performance scalp care brand that was born from a Black woman’s personal journey. Its aim is to save time in the shower, while also giving hair the love and attention it needs. Scalp Good’s products are cabinet essentials that exfoliate, cleanse, nourish and hydrate to encourage hair to look and feel its best. 

Introducing the Soho Works Accelerator Programme finalists | Soho House

Megan Felton, founder of Lion/ne

Lion/ne is a full skincare support system that’s powered by a unique end-to-end digital platform to help consumers meet their #skincare goals. In a world of non-stop product innovation and hype, Lion/ne takes time to perfect its face-time offering, and provides unbiased recommendations that put specific customer needs at the top of the agenda. After all, all skin is different, so every skincare routine should be as well. 

Introducing the Soho Works Accelerator Programme finalists | Soho House

Xenia Stafford, founder of

This online platform is specifically targeted at women and explores the power of alternative self-care when it comes to hormonal health. ‘We want to empower women to heal themselves and bring them back to balance,’ says Stafford, who offers a range of plant-based Ayurvedic products, including CBD and adaptogens.

Soho Works will follow the entrepreneurs’ journeys throughout the three-week programme, with the final Dragon’s Den-style pitch day taking place on Thursday 7 April at our new House in Brighton.

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