The W7 brand, founded in 2002 in London, England, was created to provide 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, 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-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 features high-quality, highly pigmented natural colors, including tan and beige nudes, neutral, earthy greys, and smokey brown tones. This versatile palette allows users to create a range of looks, from natural to high-impact or glam. The formula is all-day-lasting, with a consistent creamy matte finish and minimal fallout or creasing. The colors are buildable and blend easily, with no need for primer, making them quick to apply and easy to wash off for all skin types, from young to old.

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 offers six professional and long-lasting cream formulas, perfect for transitioning base shades, setting foundation, concealer, and other liquid makeup, and providing easy and effective contour application.

All W7 Cosmetics products are designed in London by professional makeup artists and can be used on sensitive skin, making them ideal for women and teens of all ages who love high-quality cosmetics. The brand's commitment to being cruelty-free and, in the case of the Just Mattes palette, vegan and paraben-free, further enhances its appeal to conscious consumers.

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