Established 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, with none of the brand's products being tested on animals. The Mighty Mattes Eyeshadow Palette, Banana Dreams Loose Face Powder, Peachy Clean Makeup Remover and Cleansing Balm, and Lift & Sculpt Cream Contour Palette are among the brand's bestsellers.

The Mighty Mattes Eyeshadow Palette is a high-quality, highly pigmented eyeshadow palette that allows for easy and effective eyeshadow application. 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 features 6 professional and long-lasting cream formulas that are perfect for transitioning base shades, setting foundation, concealer, and other liquid makeup.

Customers have rated these products highly, with the Mighty Mattes Eyeshadow Palette receiving 4.3 out of 5 stars from 4,644 reviews, the Banana Dreams Loose Face Powder receiving 4.3 out of 5 stars from 5,321 reviews, the Peachy Clean Makeup Remover and Cleansing Balm receiving 4.0 out of 5 stars from 2,492 reviews, and the Lift & Sculpt Cream Contour Palette receiving 4.1 out of 5 stars from 5,902 reviews.

W7's Ready Set Glow setting spray is also a popular product, as it helps to prep, set, and secure makeup, leaving a dewy, shimmer finish with no shine or excess residue. This spray is ideal for all styles of makeup, from natural beauty to full glam, and can be used to prime and finish looks for day or night, regardless of skin tone and eye color. The spray is easy to use, with an even application across the face before and/or after makeup application for a smooth, long-lasting finish. W7 Cosmetics are designed in London by professional makeup artists and are suitable for use on sensitive skin, making them ideal for women and teens of all ages who love high-quality cosmetics.

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