Urban Outfitters Is Launching Its Own Beauty Brand, and Everything Is SO Cute

If very minimal, millennial packaging is just as important as the beauty product itself—it’s all about those medicine cabinet #shelfies right?—then get ready for some amazing news courtesy of Urban Outfitters. The retailer is launching its own brand of skincare and cosmetics named “0hii,” which is basically what you would say when you see how cute the whole line is. Even better? All the formulas are cruelty and paraben-free.

Urban Outfitters already offers beauty products from cult-faves like Ouai and Sand & Sky to popular indie brands like Asarai and Winky Lux, but now the retailer is creating its own in-house brand.

ohii is available in stores and online starting Sept. 10 and includes masks, cleansers, hand creams, palettes, mascara, lip glosses, and more. Prices are affordable too, ranging between $8 to $24. Get a sneak peek at some of the line below so you can see how pretty it is for yourself, and check back on the site once it drops to shop everything.

Via: Cosmo