This make-up brand has just launched a campaign starring only men

W7 Cosmetics' new Here Come The Boys advert aims to celebrate the 'beauty boys of Instagram' and reduce the stigmas of male grooming

British make-up brand W7 Cosmetics is putting the ‘beauty boys of Instagram’ front and centre for its latest campaign.

One of the first make-up ads to star solely men, the drugstore brand aims to “reduce the stigmas surrounding male grooming”.

Featuring 14-year-old W7 brand ambassador Reuben de Maid, along with 10 of the UK’s leading male influencers, the cast have a collective Instagram following of nearly 1.2 million.

Sam Bazani, co-CEO of Warpaint London, the company behind W7 Cosmetics, said the ‘Here Come the Boys’ campaign supports the brand’s ethos of creating affordable products for both men and women.

“W7 have always been advocates for setting trends and providing quality cosmetics for anyone to express themselves creatively,” he added.

“So we are incredibly excited to be working with these inspiring young men who are breaking boundaries in the beauty industry.”

Reuben De Maid, Danny De Freitas, Salih’s World, Toby Salvieto, Jamie Kyle, Harley Jeal, Whatstheteakeekee, Dontmesswithdenise, Mark Zapanta and Way of Yaw were chosen for using their social media platforms to “break down societal gender norms,” said the brand.

To bolster the campaign, W7 Cosmetics has created a Here Come the Boys box (£19.95), which includes Socialite Eyeshadow Palette, Matte Dreamer Loose Powder, Absolute Lashes Mascara, Skinny Lipping Matte Lip Colour, Honolulu Bronzing Powder and Prime Magic Base Perfecting Balm.

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