International convenience store chain 7-Eleven has launched its own cosmetics line to be sold in stores worldwide.
The brand, Simply Me Beauty, features an impressive range of products, including mascaras, blush, concealers, BB creams, lip crayons and much more - all under US$5 each.
While the move may seem unexpected, it is not unusual for drugstores to sell makeup products alongside food, drinks and essential skincare products, all under one roof.
7-Eleven said that the new cosmetics line is a response to rising demand from millennial women.
"The beauty industry has seen a dramatic growth of cost-conscious cosmetics in the marketplace, because millennial women are looking for a variety of colors at affordable prices," said Lindsay Robertson, 7‑Eleven product development category manager.
"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."
Simply Me Beauty has been stocked in select stores in the United States as of Nov. 21 and will soon be available across the globe.
Unfortunately, Indonesian consumers won't have access to the line as the local arm of 7-Eleven closed all its outlets across the country at the end of June.