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When it comes to effortless staples, on-trend essentials, and some of the best furniture around, Urban Outfitters is already our go-to, which is why we didn't take it lightly when we heard the company was launching a makeup line. ohii, its minimalistic beauty brand, features every essential your vanity could need, and it aims to enhance your natural beauty, not hide it. Our personal favorites? The Wake-Up Pen, perfect for hiding dark circles from late nights and early mornings, and the Magic Palette, which is full of iridescent, shimmery shades for when your look could use an extra pop of color. With its affordable price point, Instagram-worthy packaging, and wide range of essential products, ohii will be your new beauty bag go-to. Shop the products below to see why we're obsessed.Ohii Wake Up Pen $18Shop
Look instantlyВ alert thanks to this travel-size pen.ВOhii Pure Stick Deodorant $12Shop
Stay fresh all day thanks to this charcoal-based deodorant.ВOhii Treasure Shadow Palette $24Shop
The prettiest palette.ВOhii The Big Reveal Peel Off Mask $16Shop
The best part of this rejuvenating face-mask? It's a selfie-readyВ metallicВ hue.Ohii Soft Glow Highlighter $24Shop
Use this shade trio on your cheeks, eyes, lips, or wherever you need an extra-dewy glow.
Up next:В 3 Intergalactic Fall Makeup Looks With the Legendary Pat McGrath