Urban Outfitters is debuting a makeup line.

Urban Outfitters is debuting a makeup line. Ohii’s products cater to the natural trend, so you’ll find highlight kits and lip glosses rather than full-face foundations. Indie beauty brands have saturated the industry, and young consumers’ are spending more than ever on self care. Urban Outfitters carries many of the trendiest ones, so getting their own brand on the shelves is a smart move—especially when they decide which brand is front and center. (The Cut)