Fragrance house

W7

W7 was founded in London in 2002 by Sam Bazini and Eoin Macleod as the first own-brand proposition of their cosmetics business. That earlier business began in 1992, trading close-out and excess cosmetics and fragrances; the W7 name came from the prefix of its West London postcode. In 2008, the group shifted its focus toward developing W7 across eyes, lips, nails and face products, and the brand launched in the United States in 2014. W7 is operated as a lead brand of Warpaint London plc, whose stated mission is to make high-quality colour cosmetics accessible at affordable prices. Its public creative identity is design-focused and trend-oriented, using “Who Will You Be Today?” to frame experimentation and self-expression.