Budget US convenience store 7-Eleven has announced the launch of a new own-brand beauty range, ‘Simply Me Beauty’, targeted at on-the-go millennial consumers.

The range features 37 products priced between $2.99 and $4.99 including lip glosses, mascaras, eye shadows and contour sticks, with the company hoping to achieve the look of premium products without the high price tag.

Joy Pico, 7-Eleven Category Manager, said in a press release, “Much of the time, makeup items like lip and eye colors are spur-of-the-moment, impulse buys.
“If the price is right, that makes it easier to justify. For a millennial working woman wanting to refresh her makeup while grabbing lunch at 7-Eleven stores, Simply Me Beauty is a welcomed offering and is priced just right for her.”

Currently available in select US stores, with a national rollout said to be imminent, the launch is the latest development in the growing own-brand make-up trend amongst drugstores.