7DAYS

7DAYS is an Italian cosmetics brand that makes makeup, skincare and haircare aimed largely at a young, social-media-native audience. It is owned by SOFIS S.R.L., a company based in Milan [4], and sells a broad catalogue that runs from eyeshadows and lip products to sheet masks, serums and gift sets. The brand presents its formulas as drawing on Korean beauty routines, and several of its lines lean on familiar active ingredients such as vitamin C, retinol and hyaluronic acid.

The brand's founding date is recorded differently across sources. 7DAYS states on its own about page that it was founded in 2018 [2], while the Nordic retailer Lyko describes it as having been founded "15 years ago," placing its start around 2009 to 2011 [10]. The company remains active, with a maintained product catalogue and a corporate presence spanning Italy, the United States and the United Arab Emirates.

According to the company, 7DAYS is an Italy-based cosmetic brand founded in 2018 [2]. That date is not universally reported: Lyko's brand page states the company was founded "15 years ago," which would place its origins around 2009 to 2011 [10]. The brand's own statement is the more direct source for its founding year, but the discrepancy is noted here for transparency.

The founders are not disclosed on the company's website. The brand is headquartered in Milan, where parent company SOFIS S.R.L. is registered at an address on Via Vincenzo Monti. A separate professional makeup line, B.COLOUR PROFESSIONAL, was established in Bologna in 2023 [2].

7DAYS operates under SOFIS S.R.L., registered in Milan, Italy [4]. The wider corporate structure extends beyond Italy: the company lists a US entity, SOFIS, LLC, based in Redding, California, and a Middle East and North Africa entity, SOFIS TRADE - FZCO, based in Dubai. The brand says it is represented in 60 countries worldwide [2]; the Italian beauty publication Biomakeup puts its reach at 50 countries across five continents [9].

The name reflects the brand's central idea: products "thought for every day of the week, 24 hours a day, 7 days a week," as one editorial description puts it. The company frames its approach as creative and experimental, saying that this attitude toward makeup and skincare helps people find their own style and build confidence. It states a set of values centred on environmental friendliness, safety, quality and not testing on animals.

The brand is positioned toward Generation Z and Millennial consumers who are active on platforms such as Instagram and TikTok [9]. Italian distributor Elettiva describes 7DAYS as an international trendsetter with formulas influenced by Korean beauty rituals.

7DAYS sells across makeup, skincare, body care and haircare, organised into a number of collections including GO VEGAN, Detox, My Beauty Week and B.COLOUR. Biomakeup reports the catalogue runs to more than 500 product references [9].

Two lines feature prominently. My Beauty Week is described as Korean-style skincare built from mixable single components, while B.COLOUR is a makeup range known for holographic shades and a wide selection of glitters. The My Beauty Week face creams are marketed around recognised active ingredients, among them vitamin C, retinol, hyaluronic acid, niacinamide, collagen, ceramide and peptides.

A distinguishing feature, according to Elettiva, is the brand's "technological packaging," which incorporates built-in massagers and cryo-applicators intended to aid ingredient absorption. For its makeup, the company claims 24-hour wear and highly pigmented shades.

7DAYS says it has never tested its products on animals [2], and its GO VEGAN collection is certified vegan by The Vegan Society, according to both Italian editorial coverage and its Nordic distributor [9]. Biomakeup additionally notes the use of biodegradable packaging.

Reporting on where the products are made is inconsistent. Biomakeup states they are manufactured in Italy, South Korea and China [9], while Lyko lists South Korea, Russia and China [10]. Both sources agree on South Korea and China but differ on the third location.

7DAYS is an active brand. Its website is maintained with a current product catalogue and business-to-business materials, and a dedicated professional line, B.COLOUR PROFESSIONAL, was established as recently as 2023 [2]. The most visible recent activity centres on this continued commercial operation and distribution across dozens of markets. The brand has no Wikipedia entry and limited independent editorial coverage; the available third-party sources are chiefly Italian and Nordic distributor and review pages.