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let's makeup
August 28, 2018

Urban Outfitters Is Launching Its Own Makeup Line

By Indya Brown

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Photo: Courtesy of Ohii

There’s no better time to be young and obsessive about what you put on your face. Just look at the the rise of Glossier: The youth have money to spend on skin care and makeup and they’re making an impact. Urban Outfitters has always curated an impressive beauty section, selling everything from cult Korean skin-care products to natural beauty. The next phase of the company’s beauty evolution is the introduction of their new in-house label, Ohii (pronounced like “Oh hiiiii”).

Ohii has all the hallmarks of cult millennial beauty products: Minimalist yet aesthetically pleasing packaging, multi-use products you can throw in your bag for a five-minute face on the go, and even a silver metallic face mask for performative masking selfies.

Ohii carries products meant to finish or enhance your face. There’s no full-face foundation — instead there’s a glow pen to make the eyes more alert and a highlight kit for light strobing. There are also tons of options for lips, including a liquid lipstick, a 3-D lipgloss (gloss for a new dimension perhaps?), and something called a lip “jelly.” Everything is pretty affordable: Prices will range from $10 for hand creams up to $24 for two ten-shade eye-shadow palettes.

The entire line drops September 10 in Urban Outfitters stores and on a separate domain at Ohii.com. Click through our slideshow for an exclusive look at all of the products in the new line.

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1 / 29 Photos
ohii 2-1 clay cream cleanser, $14
ohii big reveal mask brighten, $16
ohii big reveal mask detox, $16
ohii daydream hand cream in almond, $10
ohii daydream hand cream in citrus tea, $10
ohii daydream hand cream in rose, $10
ohii shadow palette in treasure, $24
ohii glass powder, $20
ohii shadow palette in magic hour, $24
ohii gummy gloss in golden charge, $16
ohii gummy gloss in opaline dream, $16
ohii gummy gloss in rose quartz $16
ohii lip jelly in agave, $18
ohii lip jelly in mint scents, $18
ohii lip jelly in rose, $18
ohii magic hair wand, $12
ohii pure stick in citrus tea, $12
ohii pure stick in rose, $12
ohii mini mascara, $16
ohii soft glow highlighter in cosmic jasper, $18
ohii soft glow highlighter in gold charge, $18
ohii true matte lip in ego, $16
ohii true matte lip in hero, $16
ohii true matte lip in icon, $16
ohii true matte lip in self, $16
ohii true matte lip in star, $16
ohii true matte lip in supreme, $16
ohii wake up pen in peach, $18
ohii wake up pen in pearl, $18
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Production Credits

  • Photos courtesy of Urban Outfitters

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