It’s something of a triumph to make the dullest categories of household cleaning products desirable. But Roullier White – a whimsical and elegant online emporium, which also features time-tested household remedies, artisan fragrances, nostalgic homewares and comfortable classic menswear – seems to have managed it, via a combination of clever packaging and copy, lovely spacious visuals and cheekily named departments that keep one wanting to browse. The latter are charmingly presented, with period illustrations and endearing titles, such as Mme Roullier’s Dressing Table (beauty, jewellery), Mrs White’s Laundry & Utility Room (all-natural cleaning and laundry products) and The Gentleman’s Cabinet & Dressing Room (scarves, leather goods, grooming kit).
Many products are developed specially for Roullier White or are extremely hard to buy elsewhere. So in Mme Roullier’s Dressing Table we find English bath and body products from the niche English brand, Mitchell & Peach (180ml body cream, £36; 250ml shower wash, £20), Mrs White’s How Handy intensive hand and cuticle cream (30ml, £10) and a pretty Murano glass and bead bracelet (£15). Meanwhile, The Gentleman’s Cabinet & Dressing Room offers Drapers of Glastonbury’s handmade slippers (£70), Sunspel underwear (from £24), Pantherella fine English cashmere socks (£28), knitted silk ties (£30) and Irish cotton pyjamas (from £35).
Click on The Perfumery for niche and artisan brands such as 10 Corso Como (50ml, £52), Atelier Flou (from £78), Ineke (second picture, 75ml, £80) and L’Orientaliste (50ml, £42), plus occasionally hard-to-source favourites including Creed, E Coudray and Houbigant. Or check out the Dining Room & Bar for stylish-yet-practical homewares including a hand-blown carafe with a carved oak stopper (first picture, £27), a glass punch bowl with ladle and six glasses (£65) and the clear glass Truly Triumphant Trifle bowl (£25).
It’s also something of a triumph to make the dullest household cleaning products as desirable as Mrs White’s. Examples are Smiling Tiling, an all-natural tile-cleaner (500ml, £8), Jean Genie eco-friendly denim wash (third picture, 1000ml, £12), Woolly Answer moth-deterring hand-wash for wool and cashmere (500ml, £10.95) and Flawless Floors cleaner (1000ml, £12). Presented in no-nonsense brown bottles with illustrated labels, they’re thoughtfully made, useful and redolent with old-school charm. Who else can make spider repellent both pretty and appealing (Mrs White’s Leg It, £15)?