International Retailer Urban Outfitters Launches Affordable Cruelty-Free Beauty Line ‘Ohii’

International Retailer Urban Outfitters Launches Affordable Cruelty-Free Beauty Line 'Ohii'

US-based international retailer Urban Outfitters has launched “Ohii,” a new affordable, cruelty-free beauty line.

According to the chain, the new products, priced roughly between $10 and $24, are designed to enhance the wearer’s natural beauty. The retailer recently revealed in a statement“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.”

Whilst the new line is not completely vegan (a few products contain carmine), it does feature a number of clearly marked vegan-friendly products, including the Wake Up Pen, which according to the brand, ” is essential for a dewy, illuminated look.” The charcoal-based Pure Stick Deodorant is also animal product-free, as well as baking soda and aluminum-free, so it won’t leave you with any white marks. “[The Pure Stick Deodrant] absorbs moisture and neutralizes odor with super fresh scents that will make you feel so confidently you,” notes the brand.


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one of our fave ways to use the wake up pen: as a natural-looking, illuminating highlighter (seen here!) ✨ #ohii

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Vegan and Cruelty-Free Beauty is Booming

Ohii joins a growing number of vegan-friendly, cruelty-free brands emerging in the beauty industry. According to a recent report by Mintel, the global market is growing at an unprecedented rate, with vegan and cruelty-free beauty product launches increasing by 175 percent from July 2013 to June 2018.

Millennials and Gen-Zers are leading this charge for animal product-free beauty, says the firm, as they are more likely to seek out brands that use natural and ethically-sourced ingredients.

Major brands are feeling the pressure to cater to this demand, with even French beauty giant L’Oréal adapting to offer more ethical products. Earlier this year, the brand acquired vegan German cosmetics company Logocos Naturkosmetik; a move that the Consumer Products Division president for the company, Alexis Perakis-Valat, confirmed was in an attempt to appeal to the growing market of conscious consumers. “In line with  L’Oréal’s strategy to ‘seize what starts,’ this acquisition reinforces the position of the Division on one of today’s major beauty ascending trends,” she noted.

Image Credit: Urban Outfitters

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