Lather up: Men's soap line is cream of the crop

The small-batch 3.5oz soap discs, available in Cedar Clove, Citron Neroli and Original White varieties for $25 (€19.40, £16.50) each, can be used both as a beard shampoo and as a shaving cream.

The products’ handsome packaging, created by Brooklyn-based Hovard Design, features earthy colours and robust typography that hints at the printing traditions of the past.

With its emphasis on sustainability, artisanal production and local sourcing, the soap will appeal to Rurbanites looking for affordable luxury with a heritage feel. 

To learn how to position yourself as a premium brand for the budget-conscious, read our Budget Luxe microtrend.