If we asked you to name the top beauty retailers in the country, one or two names might spring to mind. We’re going to go ahead and assume Urban Outfitters wouldn’t be one of them—but that might just change in the very near future. If you’ve stepped into a UO store lately, you’ll notice an expanding beauty section featuring a colorful collection of indie and mainstream beauty brands; cutely packaged skin savers from Korea; and wondrous, magical products with names like Unicorn Oil (more on that later). In fact, on a recent outing I took to the perpetually festival-ready clothing store, I was surprised to see some of my favorite beauty products proudly on display near the checkout line—products I’m used to seeing at luxe independent retailers like Space NK or Net-a-Porter, and also some products I’ve never seen before in my life. Ten minutes later, I was glued to the same spot, swiping, dabbing, and marveling over how good the selection of beauty products was before me.