CYO Cosmetics, A Hyper-Functional, Multi-Tasking Makeup Line

CYO, a brand new makeup collection designed to unleash the fun, playful and creative makeup maverick within. Created specifically for women who want products as unique as they are, CYO features 160 hyper-functional, versatile pieces at a price point that encourages exploration and experimentation; exclusively available at select Walgreens and

With products ranging from $3.50 to $7.50, 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 that sizzles; blushers that pull double-duty; and countless other products designed for ultimate self-expression.


“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 re-create 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.”

CYO was created with a younger consumer in mind, knowing they demand versatility and love to experiment with their looks and products every day. This new portfolio has been developed with direct feedback from the very makeup mavens for whom the brand was designed – and only what they loved made it to the final line-up.

The Freedom to Create
So what does CYO stand for? Whatever you want it to! Call your own, create your own, color your own…it’s beauty on your terms. CYO gives women the tools – not rules. Instead, the focus is on hard-working products at an affordable price, so women can experiment, play and create – being their own makeup mavericks. The CYO philosophy is simple: Say no to normal. Yes to experimental. No to limits. Yes to more for less. Mix. Remix. Your way.

The CYO collection has daily makeup essentials as well as on-trend finds for face, eye, and lip so women can mix, layer and hack their look including:

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