With a new campaign called Here Come the Boys, W7 Cosmetics is shining a spotlight on male social media influencers within the beauty community to break down some of the stigmas that still surround male grooming. While there are a few male beauty brand ambassadors that have been introduced over the last few years, this new campaign sets itself apart as one of the few makeup advertisements to star only men. Some of the figures who can be spotted in the campaign include 14-year-old W7 brand ambassador Reuben de Maid and other top influencers in the UK.

On its website, W7 Cosmetics is now selling the Here Come the Boys Favs Box, which shares a roundup of favorite products like bronzing powder, an eyeshadow palette, mascara, lip color and more.

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