Urban Outfitters introduces new makeup brand, Ohii

By

Gabriella Lacombe

Published
Aug 29, 2018

American lifestyle brand Urban Outfitters has taken the next step in expanding its selection of millennial-friendly products with the launch of its new cosmetics brand, Ohii. The in-house beauty line is scheduled to launch in-store and online on September 10. 

Ohii's product line includes a roster of playfully-named products such as ‘gummy gloss’, 'wake up pens' and ‘lip jelly’ alongside peel-off masks, hand cream, eyeshadow palettes, pressed powder,  mascaras, highlighter and deodorants.

Advertised as "feel-good beauty", the collection follows the minimalist beauty-meets-skincare trend epitomized by brands like Glossier.

"Ohii fills in the blanks of every beauty routine with thoughtful products developed to work well with others," the brand wrote on its new landing page. "Readily accessible to all, both in stores and online, Ohii seeks to enhance natural beauty, not hide it."

With this new launch, Urban Outfitters joins fellow youth-centric retailers like ASOS and Boohoo, who both launched beauty brands last year, in setting the framework to become a one-stop-shop for customers looking to buy beauty products that fall into a similar price-range as the clothing they are purchasing -- Ohii's entire product line is priced at $25 and below. 

Urban Outfitters has set up an Instagram account for the new line in anticipation of the launch.