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“That 7-Eleven lipstick is so gorgeous!” may not be such a strange comment in the very near future. The convenience store giant has announced that they will be launching a makeup line called Simply Me Beauty, targeted at millennials.

Lindsay Robertson, 7-Eleven product development category manager told WWD that the goal of the company when they developed Simply Me Beauty, “was to create a line of makeup that had a quality look and feel without a high price barrier.”

And she wasn’t merely paying lip service when she talked about affordability. According to 7-Eleven, Simply Me Beauty products will range between USD3 and USD5, and the line will consist of 40 items for the face, eyes, and lips.

These products will be displayed on freestanding “Gorgeous on the Go” racks in their convenience stores, and shoppers can look forward to a wide range of cosmetics and accessories such as eyeshadow palettes, blushers, lip colours, blender sponge, eye makeup remover, just to name a few.

The company assured that the new makeup items are benchmarked against popular brands, so shoppers can expect equal or better quality compared to what they usually buy.

Reports did not mention if Simply Me Beauty products will only be available within the USA, or if we can expect them in Singapore soon.