Overview
What it is
Mascara with 10 ingredients
Cool Features
It is vegan, cruelty-free, fungal acne (malassezia) safe, and reef safe
Suited For
It has ingredients that are good for dry skin, sensitive skin and scar healing
Free From
It doesn't contain any common allergens, fragrances, oils, parabens, silicones or sulfates
Fun facts
W7 is from United Kingdom. This product is used in 3 routines created by our community.
We independently verify ingredients and our claims are backed by peer-reviewed research. Does this product need an update? Let us know.
What's inside
Benefits
Concerns
Ingredients Explained
Water. It's the most common cosmetic ingredient of all. You'll usually see it at the top of ingredient lists, meaning that it makes up the largest part of the product.
So why is it so popular? Water most often acts as a solvent - this means that it helps dissolve other ingredients into the formulation.
You'll also recognize water as that liquid we all need to stay alive. If you see this, drink a glass of water. Remember to stay hydrated!
Learn more about WaterThis ingredient is also called ethanol or ethyl alcohol. It is denatured, meaning made undrinkable for cosmetic use.
In formulas, it:
Is it bad for your skin?
The answer comes down to concentration. Patch and wash studies have found highly concentrated alcohol-based hand rubs (60-100%) cause less barrier disruption than washing with a basic detergent like SLS. The only measurable effect in these studies was a temporary dip in skin hydration.
Concentrations below 12-15% in leave-on cosmetics is generally well-tolerated. Concentrations above start to see increased transepidermal water loss (TEWL) and reduced hydration.
In concentrations about 58%, it creates temporary channels in your skin's lipid layers to become more permeable and allow other ingredients to slip through easily.
This ingredient can be up to 80% of the formula in alcohol-based perfumes.
Overall, this ingredient is probably harmless if found lower down an ingredients list but worth side-eyeing if it's high up (especially if your barrier is already struggling).
Alcohol can worsen dry skin, eczema, and oily skin, especially at higher concentrations. This is because it can increase transepidermal water loss and decrease hydration to disrupt the skin barrier.
According to the National Rosacea Society based in the US, you should be mindful of products with these alcohols in the top half of ingredients.
True allergic contact dermatitis to ethanol is uncommon, but be sure to patch test if you have dry or sensitive skin.
Learn more about AlcoholPvp is a water-soluble synthetic polymer and common hairstyling ingredient. It is a film-forming ingredient and used to "hold" specific shapes of hair.
In cosmetics, PVP helps products like sunscreens and color cosmetics last longer and wear more evenly.
It is less effective in high-humidity. It tends to draw moisture, but this moisture dismantles the structure and "hold".
PVP is generally well tolerated on skin and toxicity studies are negative for dermal irritation.
Learn more about PvpPropylene Glycol is a synthetic, colorless, odorless liquid that has been a staple in cosmetics for decades. It is a skin conditioning agent, humectant, and solvent.
As a humectant, it draw water to the skin to reduce flaking and restore suppleness. It's also a solvent that helps dissolve other actives and keeps formulas stable across temperature changes.
The CIR Expert Panel has confirmed this ingredient to be nontoxic and clinical studies show no sensitization at cosmetic use concentrations.
True allergic reactions are quite rare: a 15-year retrospective study of 6,751 patients found only 0.31% had a positive reaction (and less than half were considered clinically relevant).
It seemed that when sensitization does occur, it's most commonly linked to topical medication (like corticosteroids) and not cosmetics. Allergic contact dermatitis also appears largely limited to individuals with underlying skin conditions.
Overall, propylene glycol is a well-studied ingredient that most people can tolerate without issue.
Learn more about Propylene GlycolTriethanolamine (TEA) is an emulsifier and pH adjuster. It is created using ethylene oxide and ammonia. This gives Triethanolamine a nitrogen core and a similar scent to ammonia.
As an emulsifier, it prevents ingredients from separating and enhances texture by adding volume to a product.
PH adjusters are common in cosmetic products. The pH of a product can affect the effectiveness of other ingredients. A product with a high pH may also irritate the skin.
If you are looking for the tea leaf ingredient, click here.
Learn more about TriethanolaminePhenoxyethanol is a preservative that has germicide, antimicrobial, and aromatic properties. Studies show that phenoxyethanol can prevent microbial growth. By itself, it has a scent that is similar to that of a rose.
It's often used in formulations along with Caprylyl Glycol to preserve the shelf life of products.
Carbomer is a high-molecular weight polymer of acrylic acid. It is used to form gels and thicken formulas.
Due to its large molecular size, carbomer has minimal skin penetration and is considered an inert ingredient.
A high amount of carbomer can cause pilling or balling up of products. Don't worry, most products contain 1% or less of carbomer.
Learn more about CarbomerDisodium EDTA is a chelating agent. It grabs onto and deactivates metal ions that sneak into your products from water, packaging, or air.
This ingredient mainly works behind the scenes and helps with:
On top of that, this ingredient can counteract the effects of hard water by binding to the minerals in it.
One thing worth knowing is that Disodium EDTA has been shown to be a mild penetration enhancer. It can help other ingredients absorb into skin more effectively which can be a double-edged sword (great for actives, but can also make the active too strong if you have sensitive skin).
Clinical patch testing showed no significant skin irritation at typical use concentrations and minimal dermal absorption.
You'll most likely see this ingredient near the end of an ingredient list. It's typically found in concentrations less than 1%.
Learn more about Disodium EDTAPanthenol is a common ingredient that helps hydrate and soothe the skin. It is found naturally in our skin and hair.
There are two forms of panthenol: D and L.
D-panthenol is also known as dexpanthenol. Most cosmetics use dexpanthenol or a mixture of D and L-panthenol.
Panthenol is famous due to its ability to go deeper into the skin's layers. Using this ingredient has numerous pros (and no cons):
Like hyaluronic acid, panthenol is a humectant. Humectants are able to bind and hold large amounts of water to keep skin hydrated.
This ingredient works well for wound healing. It works by increasing tissue in the wound and helps close open wounds.
Once oxidized, panthenol converts to pantothenic acid. Panthothenic acid is found in all living cells.
This ingredient is also referred to as pro-vitamin B5.
Learn more about PanthenolEthylhexylglycerin is created from glycerin. It is a multitasker ingredient that:
The CIR Expert Panel found minimal skin absorption or sensitization of any kind in a safety assessment. Though this ingredient is considered well-tolerated, a small number of cases of allergic dermatitis have been published since 2002. Just be sure to patch test if you are unsure.
Industry-reported use ranges from 8% in rinse-off products and 2% in leave-on formulations.
Learn more about EthylhexylglycerinReviews
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Where it's from
W7 is a British brand
We're dedicated to providing you with the most up-to-date and science-backed ingredient info out there.
The data we've presented on this page has been verified by a member of the SkinSort Team.
Read more about usยท Published March 11, 2026 • Added by Rieza
