W7

W7 is a British colour-cosmetics brand founded in London in 2002 [1]. It is the lead own-brand of Warpaint London PLC, a company listed on London's AIM market, and sits firmly in the budget end of the makeup market, with most products in the UK selling for under £5. The brand is best known for affordable versions of popular premium products, and its cruelty-free stance has been part of its identity since it began.

The name comes from a postcode: W7 is the prefix of the company's address in West London, the district where its two founders had built their business [5].

W7 grew out of a partnership formed in 1992, when Samuel Bazini and Eoin Macleod went into business together buying and selling close-out and excess stock of cosmetics and fragrances [5]. After a decade trading other companies' surplus, the two West London entrepreneurs launched W7 in 2002 as their first own brand [5]. According to the parent company, the idea was that "everyone should have access to an extensive range of on-trend, high quality cosmetics at affordable prices."

The company gradually shifted its focus from close-out trading toward its own products, and W7 expanded internationally, launching in the United States in 2014 [5]. In 2016 the parent business, Warpaint London, floated on AIM, the London Stock Exchange's junior market [5]. The following year W7 introduced its "Very Vegan" range, developed after customers had asked through 2016 for vegan-friendly options; the collection was certified by The Vegan Society and launched on 8 June 2017 [4].

W7 is owned by Warpaint London PLC, which describes W7 and Technic as its lead brand names [5]. The group has grown partly through acquisition: in 2017 it bought Retra, bringing the Technic brand and an entry into the gifting market, and in 2025 it acquired Brand Architekts, adding further health and beauty brands [5]. Warpaint London's wider portfolio also includes Super Facialist, Skin & Tan, Dirty Works and Fish Soho.

W7 positions itself around affordability and access. The company states that its mission is to ensure "everyone has access to high quality cosmetics at an affordable price" [5], and describes the brand as "inclusive and open to all – from beginners and teens, to adults and makeup geeks!" Its tagline, "Who Will You Be Today?", is presented as an invitation to experiment and express oneself "with no limitations." The range spans face, eye and lip makeup alongside skincare, nails and tools.

Much of W7's public reputation rests on lower-cost alternatives to well-known premium products. Its Glowcomotion shimmer highlighter has been widely cited by beauty reviewers as a budget stand-in for TheBalm's Mary-Lou Manizer [8], while the In The Buff eyeshadow palette has been compared to Urban Decay's Naked 2 [9]. The Lip Culture satin lipstick has likewise been described by one dupe-focused site as an inexpensive alternative to Charlotte Tilbury's K.I.S.S.I.N.G lipstick [10].

On ethics, the company says W7 "has never tested any of its products on animals," a policy it dates to the brand's creation in 2002 [3]. It states that where a territory legally requires animal testing, it withdraws from selling there, and that its directors have formed the W7 Foundation to fund animal-protection charities [3]. The brand's About page notes that it is PETA-approved.

W7 remains active. It is the principal brand of publicly listed Warpaint London PLC, sold through UK retailers and international distributors, and maintains an active e-commerce site and current brand-ambassador campaigns, including a partnership with Samie Elishi. The parent company's 2025 acquisition of Brand Architekts marks its most recent recorded corporate activity [5].