In a time when an hour-long face beat complete with contour, highlight, baking, and draping seems to be the norm, there’s a counterculture brewing. Companies like Glossier, Milk Makeup, and Drunk Elephant reign supreme with beauty-obsessed millennials that prefer a minimal approach with maximum output. And Urban Outfitters is adding a fresh new brand to the easy-does-it beauty lineup. Say hello to Ohii, a new in-house makeup and skin line from the popular hipster fashion franchise.
For years Urban Outfitters has carried a carefully curated selection of beauty brands such as Ouai and Benefit Cosmetics. Ohii is different because it’s a private label option created with the Urban customer in mind. Launching on September 10, Ohii will be available in Urban Outfitters stores and online with 13 new products (that's 29 total if you consider the different scents and shades).
Ohii has clearly targeted the Instagram-loving generation with the product selection. First, the entire line is affordable, with everything under $25. Second, every piece is photo worthy, from the shimmer detox face masks to the glistening gummy glosses with fun names like “golden charge” and “rose quartz.”
Of course, the products are also functional. Ohii has done a little homework and allowed beauty experts to give the new line a trial run. One tester shared a review of the Wake Up Pen, a dewy under-eye moisturizer perfect for lazy-girl mornings, on the website: "I've found so many uses for this pen! It's perfect for rehydrating my concealer when it starts creasing and I also love using it under my makeup as a primer. It gives me a real glow as a highlighter."