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Meet Ohii, The New Beauty Brand By Urban Outfitters

Available in stores and online September 10

The beauty section at Urban Outfitters has been steadily becoming a go-to for all cult favorites, from Milk Makeup to hard-to-find Korean skin-care products. Now, the popular retailer has unveiled its own beauty brand, Ohii (pronounced Oh, hiiiiiiii).

The new brand has all the staples of an Instagram-ready makeup bag, with minimalist matte white packaging and a pretty typewriter font. There's something for everyone in the product assortment, from the "so-a-peeling" face mask to two shimmery eyeshadow palettes. The brand aims to accent natural beauty, not create dramatic looks, as it explains on its site: "Ohii fills in the blanks of every beauty routine with thoughtful products developed to work well with others. Readily accessible to all, both in stores and online, Ohii seeks to enhance natural beauty, not hide it."

Like many of UO's beauty brands, these new products also won't break the bank. The Cut reports that products will range from $10 for hand creams to $24 for eye shadow palettes. The current product lineup lacks a full face foundation, but that seems to echo the sentiment of enhancing natural beauty. Get your wallets ready; the brand launches in stores and online on September 10.