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Beauty might not be the first thing that comes to mind while shopping Urban Outfitters, but the retailer is working hard to change that perception. Byrdie reports that the number of products that UO's beauty division sells is on par with Sephora and it has plans to almost double that amount in the future.
"UO Beauty carries a wide range of products, from prestige brands to cult pharmacy finds," Laura Zaccaria, UO's senior beauty buyer, told Byrdie. "Currently, we carry over 150 brands, with 100 more new and exciting ones on the horizon." Sephora is facing more competition lately: not only is Urban Outfitters looking for a slice of the market, but H&M is revamping their beauty line as well.
The brands sold under the UO Beauty umbrella include recognizable names like Stila and Anastasia, as well as a cheaper in-house line and a wide selection of Korean beauty products. "It's important for us to pick products that our customer will have an emotional connection with," Zaccaria told Byrdie. "We want to be the destination our girl comes back to for inspiration, new-ness, and for the essential products she will use every day."