About Us

LSW London was founded in 2018 by therapist Lili Sinclair-Williams, with one simple belief: small daily habits have the power to transform the way we feel.

Through her work as a therapist, Lili saw firsthand how small, consistent changes could make a huge difference in mental wellbeing. But she also knew that for many, self-care felt overwhelming or like another thing to add to an already full to-do list. That’s why she created LSW London - a collection of simple, accessible tools designed to prioritise your wellbeing in just a few minutes a day, no matter how busy life gets.

Each product is carefully designed to help you press pause, reset and build mindful habits that support a calmer, more balanced, and 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 - every single day.

 

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.