British makeup brand, W7 Cosmetics, has just launched a ground breaking makeup campaign featuring eight men ‒ and two boys ‒ wearing makeup.

Launched in a bid to celebrate diversity and inclusiveness, the campaign stars Salih’s World, Toby Salvietto, Danny de Freitas, Way of Yaw, Whatstheteakeekee, Marc Zapanta, Don’t mess with Denise and Harley Jeal as well as 14-year-old Reuben de Maid and 16-year-old Jamie Kyle.

In total, the influencers have more than 1.5 million followers on social media.

Owned by Warpaint London, W7 is “an extremely creative, design-focused” cosmetic brand primarily targeted at 16-30 year-olds.

Launched in 2002, the brand now contains over 500 items (including foundations, lipsticks, eyeshadows and nail polish) which are sold in independent retail outlets across the UK, Europe, the US and Australia.

According to W7 owner Sam Bazani, the brand has “always been an advocate for setting trends and providing quality cosmetics for anyone to express themselves creatively”.

“…We are incredibly excited to be working with these inspiring young men who are breaking boundaries in the beauty industry,” he said.

“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,”  he said.

 For more news and updates, subscribe to our weekly newsletter.