The makeup industry is booming and it seems like Urban Outfitters has heard all the noise loud and clear, jumping in on the success with a beauty line all of its own, called Ohii. It’s a smart move and one that fits with the store’s aesthetic. Over the years, the massive chain has slowly introduced more and more beauty products into their stores. From brushes by BH Cosmetics, to liquid lips from Lime Crime, it’s clear that Urban Outfitters has definitely made beauty a priority.
The market is undoubtedly there, but it can be tricky for brands to stand out. Luckily, Ohii is looking in the spaces between. “Ohii fills in the blanks of every beauty routine with thoughtful products developed to work well with others,” Urban Outfitters says on their site. The line, which will include 13 products total, includes a lot of skincare along with unique products like a “wake up pen” and “lip jelly”.
The video Ohii released showcases models rocking dewey, healthy-looking beauty and it seems like no-makeup makeup is really what the brand is going for. “Ohii seeks to enhance natural beauty, not hide it,” the website says.
After a year of unicorn-themed makeup and flashy holographic packaging, we’re excited for a sleek white minimal theme. And ranging from $10 to $24 US, the pieces are affordable enough that you can fill your whole vanity with them.
Mark your calendars, Ohii launches September 10th both in stores and online. No word yet on whether or not the line will be available in Canada, but we’ll keep you posted!
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