Urban Outfitters Boosts Beauty Arsenal

Posted Thursday June 12, 2014 11:20 AM GMT

Gone are the glory days of the 1990s and 2000s when Urban Outfitters was the only place to find trendy t-shirts and specialty styles, but rather than continue in decline, they’re rallying back to the forefront with an expanded beauty department.

For example, UO just launched an impressive brick-and-mortar retail store in Manhattan’s Herald Square and the cosmetics section by itself takes up 1,500 square feet.

Executive director of women’s apparel and accessories Laura Johnson told Fashionista, "We're a lifestyle company. It's not just about the clothes -- it's about personalization. And beauty is a big part of that."

To that end, Urban plans to add 10 new beauty brands each month, many of which aren’t easily found elsewhere. Furthermore, WWD reports that Urban Outfitters is the largest distributor of Korean beauty brands.

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