The W7 brand, founded in 2002 in London, England, was created with the goal of providing everyone with access to high-quality and on-trend colour cosmetics at affordable prices. The brand's cruelty-free 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 geeks.

W7 is committed to being 100% cruelty-free, ensuring that none of their products are tested on animals. Their best-selling products include the Mighty Mattes Eyeshadow Palette, Banana Dreams Loose Face Powder, Peachy Clean Makeup Remover and Cleansing Balm, and the Lift & Sculpt Cream Contour Palette.

The Mighty Mattes Eyeshadow Palette is a high-quality, highly pigmented eyeshadow palette that allows for easy and effective application. The Banana Dreams Loose Face Powder is a yellow setting powder suitable for all skin tones, while the Peachy Clean Makeup Remover and Cleansing Balm is a peach-scented emulsifying cleanser that effectively removes impurities and makeup. The Lift & Sculpt Cream Contour Palette features 6 professional and long-lasting cream formulas perfect for transitioning base shades, setting foundation, concealer, and other liquid makeup.

Customers have rated these products highly, with the Mighty Mattes Eyeshadow Palette receiving 4.3 out of 5 stars from 4,644 reviews, the Banana Dreams Loose Face Powder receiving 4.3 out of 5 stars from 5,321 reviews, the Peachy Clean Makeup Remover and Cleansing Balm receiving 4.0 out of 5 stars from 2,492 reviews, and the Lift & Sculpt Cream Contour Palette receiving 4.1 out of 5 stars from 5,902 reviews.

In addition to their best-selling products, W7 also offers a cruelty-free pore-minimizing primer that glides over the skin, minimizing pores, blemishes, and imperfections. The primer contains natural fruit extract to provide pink undertones that easily blend for a light, naturally beautiful complexion, making makeup easy to apply, stay in place, and look great for longer. W7 Cosmetics are designed in London by professional makeup artists and are safe for use on sensitive skin, making them ideal for women and teens of all ages who love high-quality cosmetics.

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