K7L is the culmination of a decade of meticulous market research and observation into a demographic that has had an intimate relationship with beauty throughout history, a relationship which is constantly evolving. Beauty, in its rawest form, is not a case of style over substance, but rather a case of substance as style. Like food or fashion or artistry, it is graded by the quality of its ingredie
nts and the confidence of its carrier. With that in mind, we created a line of cosmetics whose quality of texture and effect spoke louder than its style, whose substance was its style. Our focus was on formulating a line of products that would stand up to the highest standards of professional makeup artists. We offer our end-consumers admission into the gates of A-list luxury. Committing to minimalist branding, our concentration is on the functionality of our products, not the fabulousness of packaging. We chased audacious hues, richly pigmented color, smooth application, intensity and durability, until we found ourselves with a comprehensive range of products to suit every woman, on every occasion. We aspired to connect K7L’s Arabic origins to the western world we envision embracing the brand in the near future. To the western eye, K7L reads as two letters with the lucky number ‘7’ wedged in between. But the number ‘7’ in Arabia has widely started to be used colloquially to denote a hard, guttural ‘H,’ an inflection not pronounced in the English language. To those who speak Arabic, K7L actually reads ‘KHL’ which is the Arabic word for traditional eyeliner. It’s our way of encrypting our roots into the brand, so that no matter what international path it follows, it will always possess that link to its foundations.
