Mall hipster stalwart Urban Outfitters is introducing a new private brand focused on the easy-does-it minimal beauty customer.

Ohii, the new makeup, and skincare line. Ohii was created with the Urban Outfitter customer in mind. Ohii will is now available in Urban Outfitters stores and online with 13 new products. Ohii has clearly targeted the Instagram-loving generation with the product selection. The entire line is affordable, with everything under $25.

Every piece is photo worthy, from the shimmer detox face masks to the glistening glosses with playful names like “golden charge” and “rose quartz.” Ohii has done its homework and allowed beauty experts to test the new products.

One tester shared a review of the Wake Up Pen on the website: “I’ve found so many uses for this pen! It’s perfect for rehydrating my concealer when it starts creasing and I also love using it under my makeup as a primer. It gives me a real glow as a highlighter.”