Founded in 2002 in London, England, the W7 brand was created to provide everyone with access to high-quality and on-trend color 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 the products being tested on animals. The brand offers a range of best-selling items, including 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, 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 six professional and long-lasting cream formulas that are perfect for transitioning base shades, setting foundation, concealer, and other liquid makeup, making it easy and effective to apply contour.

The Watermelon Wave moisturizer, a customer favorite, is packed with benefits for the skin. It contains watermelon extract to instantly quench dry, thirsty skin, and hyaluronic acid to help increase moisture, reduce redness, and smooth the skin's appearance. Vitamin E, a natural antioxidant, can also help reduce UV skin damage and protect the skin from free radicals that can cause spots and acne.

To use the Watermelon Wave moisturizer, simply apply it to clean, dry skin on the face and neck, gently working it in with your fingertips and allowing it to soak in. It can be used both in the morning (am) and at night (pm), and it can also be used as a primer before applying makeup.

W7 Cosmetics are designed in London by professionals, ensuring that all their skincare products are safe for sensitive skin and ideal for women and teens of all ages who love high-quality cosmetics. The brand is also vegan-friendly and 100% cruelty-free, with no products tested on animals.

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