Walgreens Boots Alliance intros CYO Cosmetics

NEW YORK — Walgreens Boots Alliance today has launched CYO, an exclusive makeup line designed for younger customers, featuring 160 items that can be mixed and matched.

The CYO portfolio includes eye shadows that can be used wet or dry for different effects, highlighting creams that can be mixed or layered for shimmer and an assortment of blushers. All items in the collection range in price from $3.50 to $7.50.

“CYO is challenging the norms of how beauty products are used — we’re giving makeup a shake up,” said Lauren Consiglio, Americas category director overseeing CYO Cosmetics. “We’ve created an edgy line that doesn’t break the bank and goes beyond your typical beauty boundaries. This is for the new generation of beauty lovers who want to create and recreate 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.”

Even the makeup brand’s name is customizable. According to the company, CYO stands for anything the customer wants it to stand for, such as “call your own,” “create your own” and “color your own.” Some of the collection’s daily makeup essentials and on-trend products for face, eye and lip include:

• 
  Two-in-one lipstick and lip liners


• 
  Highly pigmented metallic eye shadows that can be used as festival face paint


• 
  Illuminating mixing creams to use under, over or mix with foundation


• 
  Dual-ended highlight and contour sticks to sculpt and define

The company is leveraging #MIXLAYERHACK to emphasize the line’s versatility, reminding shoppers that they can mix, layer and hack their look. CYO Cosmetics is exclusively available online at Walgreens.com and at select Walgreens stores.