About Us

LSW London was founded in 2018 by former therapist Lili Sinclair-Williams, with one belief at its core: the smallest habits can make the biggest difference.

While working as a therapist, Lili saw the same pattern time and time again. Life-changing growth didn’t come from grand gestures, but from quiet, consistent action. Yet in a world that’s constantly switched on, self-care often feels like another chore. LSW London was created to make wellbeing feel simple, grounding, and beautifully achievable, even on the busiest days.

Every product is thoughtfully designed to help you press pause, reconnect with yourself, and build mindful habits that support a calmer, more fulfilling life.

 

OUR MISSION

We believe self-care shouldn’t be complicated or time-consuming, it should feel natural, uplifting and easy to weave into your daily life.

Our mission is to create beautiful, effective products that help you step away from the noise of technology, quieten your mind and carve out a moment that’s just for you.

 

OUR PROMISE

We don’t just care about your mental wellbeing - we care about the planet too.

As a paper-based brand, we’re committed to making products that are kind to your mind and kind to the earth. That’s why we use:

✔ FSC-certified paper
✔ Linseed or soy-based ink
✔ Zero plastic

As Aristotle said “We are what we repeatedly do”.
If we all repeatedly do things that make us happy, what could that lead to?

At LSW London, we design every product with this in mind - to help you live with intention, reduce stress and create healthy habits that positively impact your wellbeing, every single day.