The W7 brand was established in 2002 in London. The brand's philosophy is that high-quality cosmetics should be accessible to everyone. The official slogan of the brand, 'Who Will You Be Today?' reflects the possibilities of self-expression through W7 cosmetics for every customer. The brand offers a wide range of eyeshadows, lipsticks, lip glosses, eyeliners, mascaras, and pencils, with none of the products being tested on animals.