Introducing Seven London, the new soap brand to wash away your sins

In 2020, a number of people received mysterious packages of homemade soap signed off with a note that simply read: ‘wash away your sins’. The sender, it soon emerged, was French-born, London-based creative director Léa Federmann Marsot. While the rest of us were attempting, and failing, to make banana bread or learn to embroider, Federmann Marsot was whipping up batches of fresh soap to send to her friends. And now, three years later, she is ready to share them with the world. 

Seven London is a soap company and platform designed to cultivate meaningful conversations and artistic expressions. Inspired by holistic health approaches including Ayurveda and Chinese medicine, as well as philosophy, poetry and astrology, the brand’s first drop is a collection of seven soaps inspired by the seven deadly sins. Rooted in her fascination with our inner contradictions, the brand hopes to initiate profound dialogues about the complexities within ourselves through the products. 

“In a world where we often seek answers externally, my message is an invitation to turn inward, to use it as an introspective mirror,” says Federmann Marsot. “What I aspire for individuals to take away from the brand is an opportunity to embrace and become more comfortable with the uncomfortable parts within themselves.”

Central to Seven London’s philosophy is collaboration. To inaugurate the brand, she joined forces with several artists who have interpreted the collection through mediums including poetry and illustrations. Writer and model Jess Cole, wrote seven poems to accompany each soap. Each poem has been printed on tarot cards designed by artist Orfeo Tagiuri. Through the ‘Artist’s Haven’ hub on the Seven website, customers can access a live reading of the works. Elsewhere, artist and Dazed’s head of communications Sophie McElligott created a series of illustrations which have been turned into postcards to be sold at a later date. 

Below, Léa told us more about the process behind making the soaps, and why it is important to embrace your own duality.

What was the starting point for the brand? Where did the idea come from?

Léa Federmann Marsot: Navigating skin inflammation, my journey into crafting natural cosmetics unfolded over the past few years. The spark that ignited the soap-making adventure occurred serendipitously during a visit to my friend in Paris. While purchasing various ingredients for crafting natural cosmetics, I unwittingly acquired a soap base. The next morning, fueled by our shared interest in crafting and shared passion for holistic approaches, my friend and I embarked on a spontaneous soap-making session. 

We were so into our newfound project that our plans for the following day were already centred around soap making. What began as an accidental encounter with a soap-making base swiftly transformed into a passionate endeavour. The positive reception fueled my determination to delve deeper into the intricate art of crafting natural soaps, initially intended for personal use. 

How did you develop the idea and bring it to life? 

Léa Federmann Marsot: The seven sins and virtues concept was born out of a desire to explore the ’duality’ and ’contradictions’ within us. I wanted to show how our light and dark sides are interconnected, complementary rather than opposite. Similarly, in life, where divisions exist, I aimed to make space for the inbetween.

The goal isn’t to eliminate our ’sins’ or ’darker’ sides but to be in tune with them, showing compassion and making space for these aspects. If we dare to recognise and face these parts of ourselves, it’s a significant step toward transformation and greater tolerance for others. 

What was the process behind creating the soaps?

Léa Federmann Marsot: I wanted to create a palette that could be good for different days and atmospheres, with different functions and scents. Each clay has its specificity but they can all be used by everybody. Some are more softening, hydrating, detoxifying, sensitive skin, etc. 

Each soap is assigned to a sin, colour, scent and number. They are all uniquely handmade and hand-stamped creations, starting with a natural soap base of aloe vera and coconut. The addition of natural clay and essential oils, carefully measured for safety, is a crucial step. I personally developed all the recipes, ensuring compliance with the allowed amounts of clay and essential oils per gram, and had them validated by a toxicologist to ensure they are hypoallergenic. 

How did you decide on the ingredients and which soap represented which sin?

Léa Federmann Marsot: Choosing colours and scents was instinctive, considering the meanings of colours and what was achievable with natural clay. For instance, the white and unscented soap symbolises sloth. White, not traditionally considered a colour, represents laziness to me, and the absence of scent reinforces the soap’s concept of idleness. Wrath naturally found its place in red, reflecting societal and psychological associations with anger. Lust, like wrath, unmistakably took on a pink hue for me, seeing the world from its rose-tinted glass.

Green represents envy and longing for the green grass on the other side, thanks to its earl grey scent of Bermagot mixed with smoked vetiver essential oils. Black represents pride with the myths of Icarus, who burns his wing trying to reach the sun. Brown is greed with its patchouli and frankincense notes, for its resilience and maturity. In essence, each soap is a carefully crafted fusion of colour, scent and meaning, embodying the complexity and balance of the human experience. 

The brand draws on your interest in different cultures and spiritual practices, particularly Taoism. How did you discover Taoism and what role does it currently have in your life?

Léa Federmann Marsot: I discovered Taoism through my exploration of Tai Chi. The natural message that emerged within me resonated strongly with Taoist concepts, particularly the ’non-duality path’ and the idea that Tao (or Dao) means ‘the way’ or ‘the path’ of non-duality. This philosophy encourages living in harmony with the natural order. 

The Yin and Yang philosophy of Taoism, symbolising the interplay of opposites, deeply resonated with me. Yin, representing qualities like darkness and receptivity, and Yang, symbolising light and assertiveness, illustrate the dynamic harmony of the Tao. While I don’t strictly adhere to specific rules or dogmas in my life, I draw inspiration from various spiritual philosophies or myths that align with my feelings. Taoism has become a meaningful influence, complementing other philosophical currents and mythologies such as Sufism and Greek mythology. 

What was the idea behind your slogan ‘wash away your sins’?

Léa Federmann Marsot: The concept behind the slogan ’wash away your sins’ might initially seem like a call to rid ourselves of our ’darker sides,’ but the essence goes much deeper than that. ’Wash away your sins’ is my way of playing with boundaries, refusing to conform to expectations. It’s the acknowledgement that we all harbour ’sins’ or ’darker’ sides within us. However, the intention is not to eliminate them but to utilise the introspective experience of a cleansing ritual. It’s a moment of intimate introspection—a time to think, reflect, tame, and transform. Through this process, we can start anew, entering a space of self with a refreshed and positive intention. It’s about embracing the complexities within ourselves and using them as a catalyst for personal growth and renewal.

You’ve collaborated with several artists and poets for the first launch, how did that come about?

Léa Federmann Marsot: As the project unfolded, I realised it was more than just about soap; it was about conveying a message and sparking a conversation around our inner contradictions, drawing inspiration from the diverse artists and individuals I’ve encountered over the years. The idea was to invite them to reinterpret the concept through their chosen mediums, whether it be illustration, poetry, or other forms of expression. 

I approached Orfeo with the concept, explaining the idea and providing a creative mood board along with my interpretation of each sin. Similarly, my collaboration with Jess Cole stemmed from a shared history of working on a music video together. After introducing her to the project, she enthusiastically contributed by writing a poem for each soap. With Sophie, whose work I had admired for a long time, I felt a strong connection to her artistic vision. I reached out and was delighted when she agreed to contribute illustrations. Each artist brought a unique flair to the Seven London concept, enriching it with their distinct perspectives and contributing to the vibrant tapestry of this creative endeavour. 

Head here to find out more about the launch event at Reference Point on December 7

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