Founded in 2002 in London, England, the W7 brand 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. W7 is inclusive and open to all – from beginners and teens to adults and makeup geeks!

W7 products are 100% cruelty-free, and none of the brand's products are tested on animals. The company's Best Sellers include:

Mighty Mattes Eyeshadow Palette: A high-quality, highly-pigmented eyeshadow palette. 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. Lift & Sculpt Cream Contour Palette: Six professional and long-lasting cream formulas perfect for transitioning base shades, setting foundation, concealer, and other liquid makeup, removing impurities and makeup, and easy and effective contour application.

All W7 products are easy to use and cruelty-free.

The brand's Mighty Mattes Eyeshadow Palette is a high-quality, highly-pigmented eyeshadow palette that allows for experimentation and self-expression. The Banana Dreams Loose Face Powder is a yellow setting powder suitable for all skin tones, perfect for creating a poreless, natural "no makeup" look or as a base for full glam makeup.

The Peachy Clean Makeup Remover and Cleansing Balm is a peach-scented emulsifying cleanser that effectively removes impurities and makeup, leaving skin feeling refreshed and clean. The Lift & Sculpt Cream Contour Palette features six professional and long-lasting cream formulas that are perfect for transitioning base shades, setting foundation, concealer, and other liquid makeup, as well as easy and effective contour application.

All W7 products are kind to the skin, with the anti-blemish concealer being infused with tea tree oil to help hide and reduce conditions such as inflammation, swelling, redness, dark circles, and rosacea. The lightweight, medium-coverage concealer is designed to give the skin a poreless, natural "no makeup" look or to be used as a base for full glam makeup. The fine, weightless, light, and creamy concealer is suitable for all skin tones and skin types, including dry, normal, and oily.

W7 Cosmetics are designed in London by professionals and can be used on sensitive skin, making them ideal for women and teens of all ages who love high-quality cosmetics.

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