Fashion and lifestyle retailer Urban Outfitters is making a move on the cosmetics industry with the launch of an in-house beauty brand. Dubbed ‘Ohii’, the new skincare and make-up line is set to be available on September 10, 2018.
According to the Urban Outfitters website, the line comprises "thoughtful products developed to work well with others," packaged simply in minimalist white containers with dashes of baby blue, yellow and pink. An Instagram account for the new line hints at an extensive beauty collection spanning hand cream, deodorant, cleanser and a face mask, as well as color cosmetics such as eyeshadows, lip colors, mascara and something intriguingly called a ‘Magic Hair Wand’.
Urban Outfitters is the latest of several fashion retailers to succumb to the call of the beauty industry, following in the footsteps of online giants Asos and Boohoo.com, which both launched their own cosmetics brands last year.
Earlier this summer, the clothing site Fashion Nova also announced to be working on an in-house beauty line, although an official launch date has yet to be publicly confirmed.