Urban Outfitters Launched a New Beauty Line, and We're Already Obsessed


Urban Outfitters

When it comes to effortless staples, on-trend essentials, and some of the best furniture around, Urban Outfitters is already our go-to, which is why we didn't take it lightly when we heard the company was launching a makeup line. ohii, its minimalistic beauty brand, features every essential your vanity could need, and it aims to enhance your natural beauty, not hide it. Our personal favorites? The Wake-Up Pen, perfect for hiding dark circles from late nights and early mornings, and the Magic Palette, which is full of iridescent, shimmery shades for when your look could use an extra pop of color. With its affordable price point, Instagram-worthy packaging, and wide range of essential products, ohii will be your new beauty bag go-to. Shop the products below to see why we're obsessed.


Look instantly alert thanks to this travel-size pen. 


Stay fresh all day thanks to this charcoal-based deodorant. 


The best part of this rejuvenating face-mask? It's a selfie-ready metallic hue.


Use this shade trio on your cheeks, eyes, lips, or wherever you need an extra-dewy glow.