The W7 brand, founded in 2002 in London, England, was created to provide everyone with access to high quality and on-trend colour cosmetics at affordable prices. The cruelty-free brand's tagline of "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. The brand's Best Sellers include a range of Cruelty-Free Mighty Mattes and Pressed Pigment Cruelty-Free Vegan Eyeshadows, as well as a Cream Contour Kit.

The Mighty Mattes W7 Cruelty-Free Vegan Eyeshadow offers a versatile, highly-pigmented formula that blends effortlessly for a long-lasting, matte finish. The Pressed Pigment Cruelty-Free Vegan Eyeshadow features a creamy, blendable texture that provides intense colour payoff and buildable coverage.

The Cream Contour Kit provides a range of shades to sculpt and define the face, with a smooth, creamy formula that blends seamlessly for a natural, sculpted look.

In addition to these best-selling products, W7 also offers a selection of Makeup Removers that gently cleanse the skin. These removers effectively cleanse the face, clearing debris and reducing excess oil without drying, while also removing all makeup, including stubborn, long-lasting and waterproof formulas, leaving the skin clean, clear and naturally beautiful.

Designed by professionals in London, the W7 Makeup Removers are safe for sensitive skin and suitable for all ages. They are 100% vegan-friendly and cruelty-free, never tested on animals.

W7's product range is easy to use, with the Makeup Removers featuring a simple application process. Users can scoop a small amount and massage it in circular motions across the face, adding water to emulsify before rinsing off thoroughly.

Overall, the W7 brand's commitment to providing high-quality, on-trend cosmetics at affordable prices, coupled with its cruelty-free and vegan-friendly ethos, makes it a popular choice for a wide range of consumers, from beginners to makeup enthusiasts.

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