7-Eleven’s makeup line, launched at the end of last year, is affordable, chic and cruelty-free. The vegan line, Simply Me Beauty, includes 40 different products all priced $5 or under and is suitable for varying skin types and tones.

Eyeshadow palettes, bronzers, BB creams, concealers, and blushers are just some of the makeup products on offer in stores currently. Makeup brushes, blender sponges, and nail files are also available. Whilst appropriate for any age, 7-Eleven introduced the beauty line in a bid to win over busy Millennials.

“The beauty industry has seen dramatic growth of cost-conscious cosmetics in the marketplace because Millennial women are looking for a variety of colors at affordable prices,” said 7-Eleven product development category manager, Lindsay Robertson, in a statement. “They like to buy and try, and our goal when developing the Simply Me Beauty line was to create a line of makeup that had a quality look and feel without a high price barrier.”

“Much of the time, makeup items like lip and eye colors are spur-of-the-moment, impulse buys,” added category manager of the brand, Joy Pico. She continued, “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.”

The beauty industry is booming, with a staggering worth of $46 billion. As a result, more affordable and cruelty-free lines are becoming available across the United States.  Vegan beauty brand, The Lip Bar, recently announced it would be tripling its placement in Target’s stores. Previously, products were available in 44 stores, and this spring, that figure will narrow in on 150 stores.

Additionally, it was reported at the end of February that “wallet-friendly, cruelty-free” ColourPop has launched in Ulta stores across the country. “Responsibly made cosmetics shouldn’t be for the privileged, so each of our products are affordable,” stated ColourPops founder, Melissa Butler.

Image Credit: 7-Eleven | 7-Eleven Instagram