Urban Outfitters launches its own cruelty-free beauty brand

As if we didn’t love Urban Outfitters enough, they are now launching their very own beauty brand. Needless to say, we are dying to get our hands on 100% of the products. At first look, these cosmetics are super adorable and super affordable and if that’s not enough, all items are cruelty and paraben free. Here’s everything we know so far about the sweetly named, “Ohii” range…

“When can I get my hands on it?”

According to the Urban Outfitters website, products will be available in Europe both in store and online this October. If you’re lucky enough to live in the US however you’ll have access to these products from 10th September!

“What’s in the range?”

A lot! This isn’t just a couple of lipsticks and a mascara, oh no! Ohii has everything from eyeshadow palettes and powders to deodorant and cleansers. It’s an extensive range specifically designed to “fill in the blanks of your beauty routine”.

“Any must have products?”

We desperately want to try all of these items but there’s definitely a few we’ll be reaching for first. The Wake Up Pen is formulated to brighten your eyes and give your skin an all over dewy, illuminated look. It’s available in a peach or pearl shade and also doubles as a highlighter. Any multifunctional product that saves times and space is always a welcome addition to the makeup bag! In addition, the Magic Hair Wand is another product we’ll be snatching up. Brow taming as we all know is a daily struggle so anything that offers a smooth finish and effortless application is a must!

“Why Ohii?”

Most importantly, all products are cruelty and paraben free. As for the packaging, well, that’s just about as cute as it gets! It’s crisp and unfussy, no gratuitous colours or gimmicky shapes. Simple, modern packaging with an adorable slogan here and there is absolute perfection in our eyes.

“Can I afford it?”

It seems UO have thought of just about everything with this new line, including our wallets. All products are under £20.

Sophie Cook
Photos: Courtesy of Urban Outfitters

The Ohii range will be available on the Urban Outfitters UK site from October. You can view the line on the US site here