W7, a cruelty-free brand founded in 2002 in London, England, was created to provide high-quality and on-trend colour cosmetics at affordable prices to everyone. The brand's tagline, "Who Will You Be Today?", encourages experimentation and self-expression with no limitations, making it inclusive and open to all – from beginners and teens to adults and makeup enthusiasts.

W7's Best Sellers range includes a variety of cruelty-free products:

Mighty Mattes Eyeshadow Palette: A high-quality, highly pigmented eyeshadow palette that is easy to use. Banana Dreams Loose Face Powder: A yellow setting powder suitable for all skin tones. Peachy Clean Makeup Remover and Cleansing Balm: A peach-scented emulsifying cleanser that removes impurities and makeup. Lift & Sculpt Cream Contour Palette: Six professional and long-lasting cream formulas perfect for transitioning base shades, setting foundation, concealer, and other liquid makeup, as well as easy and effective contour application.

Customer reviews for these products are overwhelmingly positive, with 4.3 out of 5 stars for the Mighty Mattes Eyeshadow Palette (4,644 reviews), 4.3 out of 5 stars for the Banana Dreams Loose Face Powder (5,321 reviews), 4.0 out of 5 stars for the Peachy Clean Makeup Remover and Cleansing Balm (2,492 reviews), and 4.1 out of 5 stars for the Lift & Sculpt Cream Contour Palette (5,902 reviews).

In addition to their cosmetic products, W7 also offers a high-quality, hydrating and rejuvenating serum that contains hyaluronic acid to increase surface and deep skin hydration, locking in moisture for long-lasting, dewy-looking skin. The serum also contains bromelain (pineapple extract) enzyme to help slough away dead skin cells, reducing blackheads, and collagen to encourage skin renewal, helping the skin look plumper, firmer, and more youthful.

This moisturizing serum is great for use after a toner, with 2-3 drops applied evenly to the face and neck, then gently patted and tapped with the fingertips to allow the serum to absorb into the skin naturally without rubbing.

W7 Cosmetics are designed in London by professionals and are safe for use on sensitive skin, making them ideal for women and teens of all ages who love high-quality cosmetics. All W7 products, including the serum, are vegan-friendly and 100% cruelty-free, with none of their products tested on animals.

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