Not only is Urban Outfitters our go-to mall store for affordable fashion finds, it’s also one of our our favorite destination for the latest and greatest cult beauty buys. And now, at long last, the store has its *own* beauty brand in the works — and it might just be the most Gen Z makeup line we’ve ever seen.

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pucker up 😙💋 #ohii

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The skincare and cosmetics line, named Ohii (yes, that’s pronounced like “oh hiii”) is not just totally Instagrammable, but functional, too. With on-trend minimalist packaging and wallet-friendly prices ranging from $8 to $24, the line fulfills the promise of “beauty for everyone,” featuring cleansers, deodorant, eye shadow palettes, hand cream, lip colors, and more, all in a range of shades and colors. It’s the first time UO has created an in-house beauty collection, and by the looks of it, the 13-piece line will look just as great on your skin as it will on your feeds.

Ohii launches in Urban Outfitters stores and online on September 10, so you won’t have to wait long to get your hands on these Gen Z-inspired goodies.

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(Photos via Ohii/Instagram; Urban Outfitters Television/YouTube)