Walgreens Boots Alliance has launched a new make-up brand for generation Z. CYO Cosmetics made its debut in select Walgreens stores and on walgreens.com this week.

Aimed at a young consumer, the collection comprises 160 hyper-functional, versatile products, designed to encourage young women to get creative with their make-up look. The brand’s patented hashtag, #mixlayerhack reflects the brand’s philosophy to ‘give women the tools – not the rules’.

“CYO is challenging the norms of how beauty products are used – we’re giving make-up 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.”