Brand Lovin' - W7 Cosmetics

The average consumer does not feel very powerful, but it’s the exact opposite. When we run an item past the supermarket scanner, we are voting for local, or not, for organic, or not...
— Gary Hirshberg, Food Inc.

Hey, Beauties! I don't know about you but before I purchase something I want to know what I spend my money for. With every dime we spend we are voting for what we believe is right or what is wrong.  I just want to make sure that I am on the right page and I do my research first. 

This is the reason why I am starting a new series of blog posts called Brand Lovin'. With Brand Lovin' I am aiming to create a guide to cruelty-free companies. There are many companies that do not label their products as cruelty-free and/or vegan but still don't support animal testing.
Each post of this series will introduce you to a cruelty-free company that I like and use its products. Furthermore I'll provide you with general information about the company and any interesting details. 

The first company that is in the spotlight is W7 Cosmetics. There is no particular reason why I chose this company to be the first in my series. Anyway, they are super fun and colorful so I believe I made the right choice for a starter.

If you haven’t heard about them, don’t worry. I didn’t know anything about them as well until recently. The thing is that they are pretty new to the Danish market and I have seen them only in Normal. If you know other places where they sell W7 Cosmetics please let me know in the comment section below. 

W7 Cosmetics is a UK makeup brand found in 2002 by two entrepreneurial young men (according to their website). 
Over the years the company has grown and their makeup range now exceeds over 500 products including: nail polishes, lipsticks and glosses, eyeshadows and more mascaras than you can imagine (It’s true! They have tons of them.) 


In other words, W7 Cosmetics offers affordable makeup products with pretty good quality and some fancy packaging going on.I might even take the frivolity to say that the quality is great compared to what they are charging for.
However, please note that this is only my first impression since I didn’t have the chance to try their products for a long time, but I'll keep you posted. 

Oh, and they have awesome dupes but it’s a completely different story which will be told in another post.

Anyway, what sealed the deal for me was neither the price or the packaging but the fact that they are cruelty-free. Since I wasn’t able to find any information about their cruelty-free policy on the products or their website I sent them an email. For me it was a surprise to get such fast response so I give them credit for that! 

Here is their answer:

Hi Lili

Thank you for your enquiry, I can confirm that none of our products or their ingredients are tested on animals. We do not manufacture the products ourselves but know the route to market for all the ingredients we use, in fact we are currently in the process of applying for cruelty status and the bunny logo.

Our products are made globally some in the UK, some in Europe and some in the far east, but our standards are maintained wherever they are manufactured.

I hope this answers your questions.

Kind regards

Now that’s just awesome! Huge variety to choose from, affordable prices, good quality, cool packaging and all this wrapped up with cruelty-free bow. 
You can’t find this every day, can you?


Stay tuned for upcoming reviews of W7 Cosmetics. I can promise you that a lot of them are coming. We don’t have much of a choice here in Denmark regarding makeup companies and additionally so few of them are cruelty-free. So when I find new makeup brand which covers all of the above, I just can’t help it! I am getting excited!

UPDATE - W7 Vegan Range

My lovelies, I am excited to share with you the recent update on W7 Cosmetics. 
As this is one of my most popular posts and I constantly receive inquiries about W7 Cosmetics and their products I am sure that you'll be excited as well from this announcement. 

So the BIG NEWS are that since June 2017, W7 Cosmetics launched their range of Vegan Makeup called Very Vegan.  The range is approved from the Vegan Society and has their distinctive label. Very Vegan features one of the most popular products of the brand, including eyebrow kit, eyeshadows, face powders, foundations, lipsticks and others. You can check all of them here.

Very Vegan W7 Cosmetics Makeup


Thank you for reading my blog! If you enjoyed it please like, comment and share it! 
If there is any company in particular that you want to see in Brand Lovin', let me know!


Please note, that  I am not sponsored or supported by any means of these companies. The reviews are based on my research, my personal experience and the products that I have bought with my own money. 

Some of the pictures are sourced from W7 Cosmetics website.