W7 are on a roll with their new launches, with the W7 Jelly Jewels Lip Plumping Mask Collection being just one of their launches within the last two weeks.
We've also seen the W7 Total Eclipse Palette, W7 Bronze Brilliance Face Palettes and the W7 Bare All Pressed Pigment Palettes.
I love the look of those three different palette collections, but the W7 Jelly Jewels Lip Plumping Mask Collection is very strange and not something I can onboard with..
W7 Jelly Jewels Lip Plumping Mask Collection
The W7 Jelly Jewels Lip Plumping Mask Collection includes three different ‘lip plumping masks', and are £3.95 each via the W7 website. They're little clear circular plastic jars, with white screw lids.
Sea Breeze
Gold Lust
Fireworks
The W7 Jelly Jewels Lip Plumping Mask Collection is described as being a temporary lip plumping mask that ‘heals and replenishes sore and dry lips'.
They contain mint and are said to have a “super cute” formula that stimulates the lips to give you a plumped out pout.
W7 do mention that using these masks may cause a stinging sensation but “do not be alarmed, the formula is the safest and easiest way for pout perfection” which I really have a problem with.
These supposed ‘lip masks' are essentially brightly coloured gels loaded with glitter and chunky heart and star glitter pieces. There's no way that glitter is safe for application on the lips, as you'll end up swallowing some glitter, even if you do remove them after fifteen minutes.
It's highly irresponsible that W7 have said: “the formula is the safest and easiest way for pout perfection” – there's no way glitter pieces of that size is safe for use around the mouth. Especially when many lip masks are masks you leave on the lips, or you can lick to remove.
The Food and Drug Administration (FDA) released a statement in response to the glitter trend, urging people to only use glitter that's specifically marked as “edible, so W7 putting this glitter in these masks is ridiculous and unsafe. It's only a matter of time before this W7 Jelly Jewels Lip Plumping Mask Collection is reported and removed from sale.