Established in 2002 in London, England, the W7 brand was created with the goal of providing everyone with access to high-quality and on-trend color cosmetics at affordable prices. The cruelty-free brand's tagline, "Who Will You Be Today?", encourages experimentation and self-expression with no limitations. W7 is inclusive and open to all, from beginners and teens to adults and makeup enthusiasts.

W7 products are 100% cruelty-free, and none of the brand's products are tested on animals. The brand's best-selling products include their Pore Minimizing Makeup Primer, which glides over the skin to minimize pores, blemishes, and imperfections, creating an even, smooth surface for makeup. The primer's clear, light formula blends easily, resulting in a naturally beautiful, shine-free complexion. This primer helps makeup apply seamlessly, stay in place, and look great for longer, reducing the appearance of fine lines.

To use the W7 Pore Minimizing Makeup Primer, apply it after moisturizing and before foundation or base. Use a pea-sized amount and gently work it into the skin with your fingertips until it covers the face evenly. Then, apply your foundation on top. W7 Cosmetics are designed by professionals in London and are safe for use on sensitive skin, making them ideal for women and teens of all ages, as well as anyone who loves high-quality cosmetics.

In addition to the Pore Minimizing Makeup Primer, W7 offers a range of other cruelty-free and vegan products, including their Mighty Mattes Eyeshadow Palette and their Cream Contour Kit. The Mighty Mattes Eyeshadow Palette features pressed pigment, cruelty-free, and vegan eyeshadows, while the Cream Contour Kit provides a professional-quality, easy-to-use contouring solution.

W7's product line-up is designed to cater to the needs of all makeup enthusiasts, from beginners to experts. The brand's commitment to quality, cruelty-free practices, and inclusivity has made it a popular choice among consumers who prioritize ethical and high-performing cosmetics.

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