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 brand's cruelty-free tagline, "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, with none of the brand's products tested on animals. The bestsellers 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 is easy to use. The Banana Dreams Loose Face Powder is a yellow setting powder suitable for all skin tones. The Peachy Clean Makeup Remover and Cleansing Balm is a peach-scented emulsifying cleanser that removes impurities and makeup. The Lift & Sculpt Cream Contour Palette features six professional and long-lasting cream formulas perfect for transitioning base shades, setting foundation, concealer, and other liquid makeup, and for easy and effective contour application.

The Very Vegan range by W7 is a collection of colour cosmetics and tools that have been formulated and manufactured to be listed as 100% Vegan. The brand's mission is to give everybody access to high-quality cosmetics at an affordable price.

The W7 Very Vegan Mascara features a clump-free, vegan, black liquid formula to emphasize the eyes and lengthen lashes. The cone-shaped brush is great for lengthening lashes and directing them to the outer corner of the eyes for a cat-eye effect. This mascara is ideal for those with shorter lashes, as it will make them appear longer and more defined.

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