This New Drugstore Makeup Brand Will Be Your Go-To For Experimenting With Bold Lewks – Allure Magazine

Good news for lovers of killer drugstore makeup (read: all of us), beloved cheap beauty brand E.l.f. finally has some real competition. Meet C.Y.O., Walgreens’ solution to a product line that makes your wallet just as happy as your beauty bag.

Launching exclusively at Walgreens stores this fall, C.Y.O. serves up an impressive 160 products including contour sticks, mattifying primer, lipstick and liner duos, metallic eye shadow pots (that happen to look like perfect M.A.C. dupes, btw), illuminating foundation, liquid lipsticks, ombré lipsticks, and bronze shimmering body oil. They even have a few eye shadow palettes with kickass names like “Rainbow Warrior Showdown” and “Rainbow Warrior Front Woman.” Excited yet? Brace yourself for the best part: everything is under $8.

“CYO is challenging the norms of how beauty products are used — we’re giving make-up a shake up,” Lauren Consiglio, Americas Category Director overseeing CYO Cosmetics, said in a press release. “We’ve created an edgy line that doesn’t break the bank and goes beyond your typical beauty boundaries.”

C.Y.O. is designed for Gen Zers — from product, to packaging, to price, the new budget-friendly brand is designed to look just as chic on Instagram or Snapchat as it does on your face. “This is for the new generation of beauty lovers who want to create and re-create the many versions of themselves. We’ll never say ‘do this’ or ‘look like that’, instead we’ll produce high-quality, functional products that let them experiment and have fun,” Consiglio says.

In many ways, brands like C.Y.O. and E.l.f. — the super affordable line that launched in Target stores and now has its own massive retail presence — have become the beauty world’s answer to fast fashion. Woven into their ethos is the idea that taking risks with your beauty routine is worth it. When a bold new ombré lipstick or extra shade of gel eyeliner costs less than the cost of your daily latte, why not step out of your comfort zone?

Just to sweeten the deal a bit more, Walgreens is having a buy two get the third free sale to celebrate the launch of C.Y.O. Brb, we’re off to buy one of everything.

h/t: Refinery29


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