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

W7 products are 100% cruelty-free, with none of their products tested on animals. Some of their bestselling items 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, perfect for creating a range of looks. The Banana Dreams Loose Face Powder is a yellow setting powder suitable for all skin tones, helping to set foundation, concealer, and other liquid makeup, while also removing impurities and makeup.

The Peachy Clean Makeup Remover and Cleansing Balm is a peach-scented emulsifying cleanser that effectively removes makeup, leaving the skin feeling refreshed and clean. The Lift & Sculpt Cream Contour Palette offers 6 professional and long-lasting cream formulas, perfect for transitioning base shades and easy, effective contour application.

All W7 products are easy to use and cruelty-free. The Banana Dreams Loose Face Powder, Peachy Clean Makeup Remover and Cleansing Balm, and Lift & Sculpt Cream Contour Palette are infused with a fruit complex to help normalize and maintain an even skin tone and complexion, while also containing watermelon juice and hyaluronic acid to hydrate and improve moisture retention for a dewy, radiant appearance.

Designed in London by professionals, W7 products are safe for sensitive skin and can be spritzed over the face and skin throughout the day for an instant refresh and hydration.

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