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Flotation Point 12 janrbe
Style, Beauty

A Barrier-Breaking Christmas Gift

W7 Cosmetics ‘Here Come the Boys’ Makeup

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OX Magazine

Earlier this year British-born makeup brand W7 Cosmetics announced the launch of their trailblazing campaign ‘Here Come the Boys’, a diverse and cutting-edge celebration of men wearing makeup.
W7 Cosmetics are helping to redefine the beauty industry as one that’s inclusive of all, bringing men wearing makeup into the mainstream. The industry is changing – male grooming is no longer a taboo subject, and W7 Cosmetics have taken it one step further with this inspiring campaign aimed at breaking down barriers and reducing the stigmas surrounding male grooming. The brand’s longstanding tagline ‘Who Will You be Today?’ is more relevant than ever, encouraging makeup fans to use W7 products to express themselves as freely as they wish, using a rainbow of W7 colours.
Led by W7 brand ambassador and beauty influencer Reuben de Maid, 10 of the UK’s leading male influencers and makeup artists who use their platforms to break down societal gender norms, took to the funfair to showcase a variety of glamorous W7 looks, using makeup exclusively from their extensive collection.

Danny De Freitas, Salihs World, Toby Salvietto, Jamie Kyle, Harley Jeal, Whatstheteakeekee, Dontmesswithdenise, Marc Zapanta and Way Of Yaw all joined Reuben for the stunning fairground shoot at Luna Park in Scarborough.

Founded in 2002, W7 Cosmetics believe that everyone should have access to an extensive range of high-quality cosmetics at an affordable price point. The brand has grown year-on-year and now offers a collection of over 600 products including foundations, lipsticks and glosses, mascaras, nail polishes, eyeshadows and palettes. W7 Cosmetics products are never tested on animals – a policy that has been strictly adhered to since the inception of the brand.

Sam Bazani, owner of W7 Cosmetics commented:

“W7 have always been advocates for setting trends and providing quality cosmetics for anyone to express themselves creatively, and so we are incredibly excited to be working with these inspiring young men who are breaking boundaries in the beauty industry. The ‘Here Come the Boys’ campaign is about so much more than just makeup, it fully represents our brand ethos of self-expression, with affordable products for both men and women.”

The full W7 Cosmetics range is available at w7cosmetics.co.uk and numerous UK stockists.

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