Makeup brand shines a light on male beauty in trailblazing influencer campaign

British-born makeup brand W7 Cosmetics has unveiled its latest campaign featuring a diverse and cutting-edge group of men wearing makeup.

In a bid to help re-define the beauty industry, the campaign shows how beauty can be inclusive of all and how the industry is ready for change.

The use of grooming and beauty products amongst men is rising in popularity and is slowly but surely becoming less of a taboo subject.

W7 Cosmetics are taking it one step further with this inspiring campaign which aims to break down barriers and reduce 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, ten 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.

Related: Pose star Jeremy McClain on fronting gender-neutral makeup campaign and defying stereotypes

Danny De Freitas, Salih’s World, Toby Salvieto, Jamie Kyle, Harley Jeal, Whatstheteakeekee, Dontmesswithdenise, Mark 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 offers a collection of over 600 products including foundations, lipsticks and glosses, mascaras, nail polishes, eyeshadows and palettes.

Sam Bazini, owner of W7 Cosmetics comments: “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 and numerous UK stockists including TK Maxx and The Perfume Shop.

Some more images from the photo shoot can be seen below.

Written by QWEERIST editor

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