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.