Private Label

Private Label


The idea

Urban Outfitters launched its first private label beauty brand, ohii, in September 2018 partnering with Maesa. Over the years, UO has been looking to expand and shift to ensure they are offering the customer everything they want. With the addition of private label beauty, they are fulfilling the lifestyle concept.

This isn’t UO’s first foray into beauty. The chain retailer, which caters to an edgy-leaning Millennial and Gen Z demographic, has been stocking a wide selection of niche beauty products since at least 2015. Urban’s beauty assortment spans all categories.

ohii differs, seeking to fill holes in the market. The line is not typical — not ‘makeup-y’ and doesn’t seek to cover up. Nothing on the market is as diverse to all different people and as focused on enhancing what you already have.

The products

Consisting of 13 units, 29 SKUs total, ranging from deodorant to skin care, lipstick, highlighters and hairstyling products, ohii is designed to “fill in the blanks” on a beauty routine with multitasking, travel-friendly products meant to impart a “you-but-better” look.

Maesa and the UO team looked across categories in beauty to find white space for product ideas, such as the ohii Pure Stick, an aluminum-free deodorant that comes in two scents, rose and citrus tea.

Other products include the Daydream Hand Cream, 2-in-1 Clay Cream Cleanser, Lip Jelly, Magic Hair Wand, Glass Powder, Wake Up Pen, Soft Glow Highlighter, Big Reveal Mask, True Matte Lip, Gummy Gloss, Mini Mascara and Shadow Palettes. The affordable collection’s prices range from $8 to $24. The products are cruelty-free and paraben-free.

The line is meant to be an edited assortment, but will expand over time based on customer feedback.


While Urban Outfitters provided the designs and spearheaded all marketing including the brand Web site and Instagram, Maesa brought the idea to life handling all formula creation, packaging and manufacturing.

The collection was introduced to the public with a pop-up in Manhattan’s Lower East Side neighborhood. The event featured a coffee bar, photo booths and giveaways.

The collection is sold in all 253 Urban Outfitters stores in the US and on the UO e-commerce site.

13 units
29 SKUs
253 Urban Outfitters stores
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