The W7 brand was created in 2002. It was the inspiration of two entrepreneurial young men from London, UK. Their aim was create easily accessible makeup, with an extensive range of high quality cosmetics at an affordable price. Their motto, "Who Will You Be Today?" opens up opportunity for their customers to express themselves and use W7 products to be who they want to be. The range includes: nail polish, foundations, lipsticks and glosses, eyeshadows and palettes, plus an extensive offering of mascaras and their Ebony Collection for darker skin tones.