Samuel Bazini and Eoin Macleod established W7 in 2002 after thriving in the UK's liquidation cosmetics market, trading surplus and discontinued stock. The company now consists of five cosmetics brands with W7 and Technic the most significant.

43% of its revenue is still generated in the UK, but it sells its products globally and has a substantial market presence in Denmark and Spain where W7 has established strong relationships with leading retailers. 

The company sources from a broad range of factories in China and is well known for its "dupe" products which replicate the latest trends set by the industry leaders, much like Zara does in fashion."