British make-up brand W7 has launched ‘Here Come the Boys’, a cutting-edge celebration of men wearing make-up.

Featuring 10 of the UK’s leading male beauty influencers, the new campaign aims to break down barriers and reduce the stigmas surrounding male grooming and beauty.

Led by W7 brand ambassador and beauty influencer Reuben de Maid, 10 of the UK’s leading male influencers and make-up artists, who each use their platforms to break down societal gender norms, took to the funfair to showcase a variety of glamorous W7 looks, using make-up exclusively from the brand’s 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 the stunning fairground shoot at Luna Park in Scarborough.

Sam Bazini, owner of W7 Cosmetics, 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.”

To accompany the campaign, W7 has launched the  W7 Cosmetics Here Come The Boys Fav Box (RRP £19.95) containing the products used by the guys on the campaign shoot.