Convenience retailer 7‑Eleven has introduced private-label makeup collection Simply Me Beauty.

Comprising 40 varieties created for millennial female consumers, the new line includes an assortment of cosmetics and accessories for day or night applications, as well as adjusted for various complexions and skin tones.

7‑Eleven is offering the products for between $3 and $5.

The firm’s product development category manager Lindsay Robertson said: “The beauty industry has seen dramatic growth of cost-conscious cosmetics in the marketplace because millennial women are looking for a variety of colors at affordable prices.

“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.”

“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 includes eyeshadow palettes, lip glosses, blushers, cream lipsticks, highlighters, bronzers, translucent powder compacts, BB foundation creams, lip crayons, hi-def concealers, eyeliners, volumising mascaras, eyebrow powders and wax.

The collection also consists of faux eyelashes, makeup brushes, blender sponges, eye makeup remover, nail buffers, and nail polish remover.

7‑Eleven category manager Joy Pico said: “For a millennial working woman wanting to refresh her makeup while grabbing lunch at 7‑Eleven stores, Simply Me Beauty is a welcomed offering and is priced just right for her.”