Urban Outfitters Has Launched a Beauty Brand, and You'll Want It All

Urban Outfitters has long been one of my favorite retailers. From my college days (and obsession with the mesh tops) to my current love for its jeans, it's just one of those stores that grow with you. Now that it's launched a beauty line, chances are I'll be shopping there even more now. The collection is called Ohii (adorable, right?), and it's available now both in-store and online. It features an array of products ranging from lip gloss to natural deodorant. It's everything you'd expect from an Urban Outfitters beauty range: cute, playful and effortlessly chic. We decided to test out the makeup products because here at Byrdie, we're pretty obsessed when it comes to a jewelled eye shadow palette.

Alyss Bowen, Associate Social Media Editor, Byrdie

urban outfitters ohii review: Alyss Bowen

I'm calling this look "lavender lids" for obvious reasons. I'll be honest: When I opened up the Magic Hour Palette, I immediately went for a combination of Amethyst and Stargaze, as I had Halloween on the brain, but I'm pretty into it. They're colors I wouldn't normally opt for, but sometimes it feels nice adding a pop of color on the lids. I also used the Wake Up Pen, and, boy, did it wake me up. One sweep of that under my eyes and all traces from a sleepless night were gone.

Ohii Magic Hour Shadow Palette
Ohii Magic Hour Shadow Palette $24.00
Ohii Wake Up Pen
Ohii Wake Up Pen $18.00

Amy Lawrenson, Editorial Director

urban outfitters ohii review: Amy Lawrenson

"I dusted the Tigereye shade from the Magic Hour Shadow Palette all over my lids and then added warmth to the outer corners with Pomegranate and Copper from the Treasure Shadow Palette. I was really impressed with the color payoff. In real life, both palettes are incredibly wearable and offer up a ton of different potential eye looks you could try.

"If forced to choose, I'd probably opt for the Magic Hour Palette, as there are more shades that would work for day and could be smoked up for night (hello, Stargaze and Siren). On the lips, I applied the True Matte Lip in Icon and then used my finger to dab it in for a stained effect. I then blended the excess on my finger onto my cheeks to pull the whole look together."

Ohii Treasure Shadow Palette
Ohii Treasure Shadow Palette $24.00
Ohii True Matte Lip in Icon
Ohii True Matte Lip in Icon $14.00 $10.00

Chloe Burcham, Freelance Beauty Editor

urban outfitters ohii review: Chloe Burcham

"I used the Pomegranate shade from the Treasure Shadow Palette to create a bronzed smokey eye that could be worn from day to night. The shadows melted onto my lids and had a great color payoff. I'd definitely use them again.

"I kept my look pretty natural, and just used a dab of the Soft Glow Highlighter on my cheek and brow bones. This highlighter is perfect for people who love dewiness, as it adds a subtle sheen to your skin while still looking natural."

Ohii Soft Glow Highlighter in Cosmic Jasper
Ohii Soft Glow Highlighter in Cosmic Jasper $24.00 $14.00

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