Male beauty influencers join W7 to launch ground-breaking campaign

British makeup brand W7 Cosmetics have launched their latest trailblazing campaign, ‘Here Come the Boys', a diverse and cutting-edge celebration of men wearing make-up.

Led by W7 brand ambassador and beauty influencer Reuben de Maid (pictured), the campaign has been designed to redefine the beauty industry as one that's inclusive of all, bringing men wearing make-up into the mainstream.

Ten of the country's leading male influencers and make-up artists who use their platforms to break down societal gender norms took to the funfair for the campaign, showcasing a variety of glamorous W7 looks, using make-up exclusively from their extensive collection. Danny De Freitas, Salih's World, Toby Salvieto, Jamie Kyle, Harley Jeal, Whatstheteakeekee, Dontmesswithdenise, Mark Zapanta and Way of Yaw all joined Reuben for a stunning fairground shoot at Luna Park, Scarborough.

Owner of W7 Cosmetics, Sam Bazani, says: “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 make-up, it fully represents our brand ethos of self-expression, with affordable products for both men and women.”

Photos: James Rudland.