At one point in time, the hour-long face beat — complete with contour, highlight, baking, and draping — was seemingly the norm, but a counterculture has been reigning supreme in the last few years. Beauty-obsessed millennials are leaning into a minimal approach with maximum output. And Urban Outfitters joined in on the easy-does-it beauty lineup last year when it released Ohii , an in-house brand that has hair, skin care, and makeup products.
For years, Urban Outfitters has carried a carefully curated selection of beauty brands such as Ouai and Benefit Cosmetics. Ohii stands a part as a private-label option created with the Urban customer in mind. The collection 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 Soft Glow Highlighter to the Glistening Gummy Glosses with fun names like “Golden Charge” and “Rose Quartz.”
In case you haven’t checked out the line for yourself, we’ve rounded up some of the best Ohii beauty offerings, ahead.
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Soft Glow Highlighter
ohii Soft Glow Highlighter, $24, available at Urban Outfitters
Wake Up Pen
ohii Wake Up Pen, $18, available at Urban Outfitters
Before + After Vitamin C Mask
ohii Before + After Vitamin C Mask, $24, available at Urban Outfitters
True Matte Lip
ohii True Matte Lipstick, $10, available at Urban Outfitters
Get Fresh Toner Pads
ohii Get Fresh Toner Pads, $16, available at Urban Outfitters
Glass Powder
ohii Glass Powder, $18, available at Urban Outfitters
Lip Jelly
ohii Lip Jelly, $8, available at Urban Outfitters
Skin Quench Spray Serum
ohii Skin Quench Spray Serum, $14, available at Urban Outfitters
Mini Mascara
ohii Mini Mascara, $16, available at Urban Outfitters
Pure Stick Deodorant
ohii Pure Stick Deodorant, $12, available at Urban Outfitters
2-in-1 Clay Cream Cleanser Wash
ohii 2-1 Clay Cream Cleanser, $14, available at Urban Outfitters
Daydream Hand Cream
ohii Daydream Handcream, $10, available at Urban Outfitters
Magic Hour Shadow Palette
ohii Magic Hour Shadow Palette, $24, available at Urban Outfitters
Magic Hair Wand
ohii Magic Hair Wand, $12, available at Urban Outfitters
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