SEVEN London was officially launched in 2023, but the idea was informally conceived in 2020 during lockdown when Léa began crafting natural cosmetics for her personal use. Suffering from skin inflammation and deeply passionate about self-healing and holistic health approaches, such as traditional systems of medicine (Ayurveda and Chinese medicine), she decided to learn how to make natural soaps.

SEVEN London was founded and is directed by French-born, London-based, Léa Federmann, a Creative Director and Consultant, helping emerging brands, independent artists, and music labels building an aesthetic and legacy in the fields of music, fashion, beauty & lifestyle. Federmann has dedicated herself to bringing her vision to life, meticulously crafting not only the recipes but also every facet of the business and the intricacies of creative direction. She possesses an authentic gift for meaningful narratives, skilfully weaving her world within SEVEN London—a world that seamlessly integrates her diverse passions, including health, spirituality, philosophy, poetry, psychology, and astrology, all imbued with a dash of humor and enchantment.

“Born on 27.07 under the sun’s influence, the number 7 holds a profound significance for the founder. It has been a lifelong symbol of guidance and luck. To her, it’s more than a number; it’s a prelude to every prayer, a ritual—a lens through life that welcomes both challenges and grace in the pursuit of finding balance,” says Federmann.

The unapologetically slogan “Wash away your sins” which directs SEVEN’s values, takes inspiration from the 70’s bold and ironic ads, aiming to provoke and bring a smile to the readers’ faces. It also extends an invitation to the user for a moment of intimacy with no judgment–a mental and emotional rinse-off, a chance to hit the reset button, let go, reflect, and begin anew with a clean slate.

SEVEN London functions as a creative hub, nurturing collaborative endeavours to craft exclusive, thoughtfully designed items. These creations are centered around the concept of ‘duality,’ where each artist infuses their distinctive vision and interpretation of SEVEN London’s philosophy. The purpose is to spotlight their artistic endeavours and explore the creative fusion that emerges when our two worlds converge on a common creative plane.

The latest campaign titled Is this LOVE or LUST? The latest campaign titled Is this LOVE or LUST? aims to involve readers in a Valentine’s Challenge, exploring the opposition and contradictions within the concept of love. It questions it’s perception and emphasising their potential complementarity. Participants are encouraged to share love letters in various forms, such as words and drawings, reflecting on their relationship with LOVE vs LUST. In appreciation, SEVEN London plans to offer prizes, including individual ‘Lust’ soaps and postcards, for the best submissions.

The SEVEN London set contains 7 solid soaps of 60g each. Each soap is individually crafted by hand, in limited batches from our London workshop, which may result in slight variations in colour and weight from one soap to another.

SEVEN London’s objective is to offer a fresh and refined product, crafted with care and good intention, to facilitate a cleansing ritual. They aim for natural and responsible products and have the desire to convey a sincere and impactful message through their craft. All soaps are meticulously made with organic oils, natural fragrances, and colouring. They are created from a plant-based soap foundation enriched with essential components like coconut oil for effective and superior hydration and aloe vera for its gentle and detoxifying properties. Suitable for vegan and cruelty-free.