Urban Outfitters Launches Minimal Hipster Beauty Brand – Ohii

Mall hipster stalwart Urban Outfitters is introducing a new private brand focused on the easy-does-it minimal beauty customer. Ohii, the new makeup, and skincare line.

Ohii was created with the Urban Outfitter customer in mind. Launching on September 10, Ohii will be available in Urban Outfitters stores and online with 13 new products.

Ohii has clearly targeted the Instagram-loving generation with the product selection. The entire line is affordable, with everything under $25. Every piece is photo worthy, from the shimmer detox face masks to the glistening glosses with playful names like “golden charge” and “rose quartz.”

Ohii has done its homework and allowed beauty experts to test the new products. One tester shared a review of the Wake Up Pen on the website: “I’ve found so many uses for this pen! It’s perfect for rehydrating my concealer when it starts creasing and I also love using it under my makeup as a primer. It gives me a real glow as a highlighter.”

Another writes
“This deodorant smells AMAZING, lasts almost all day and doesn’t leave me with that sweaty/sticky feeling after a few hours. Not to mention, it’s aluminum-free!”

and still a third…

lip jelly

“Loved this! It kept my lips super hydrated all day and had such a great, subtle fragrance.”

  • Ohii Soft Glow Highlighter, $18
  • Ohii Wake Up Pen, $18
  • Ohii Big Reveal Mask, $16
  • Ohii True Matte Lip, $16
  • Ohii True Matte Lip, $16
  • Ohii Glass Powder, $20
  • Ohii Lip Jelly, $18
  • Ohii Skinny Mascara, $16
  • Ohii Pure Stick, $12
  • Ohii 2-in-1 Clay Cream Cleanser Wash, $14
  • Ohii Daydream Hand Cream, $10
  • Ohii Shadow Palettes, $24
  • Ohii Magic Hair Wand, $12
  • Ohii Gummy Gloss, $16
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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.