In what sounds like it might be an April Fool’s joke in November, 7-Eleven has developed its own private label cosmetics brand called Simply Me Beauty — for customers looking for a lipstick to coordinate with their Slurpee?

In all seriousness, the convenience store says the affordable, fashion-forward line of makeup is available exclusively at 7-Eleven stores, and was created to appeal to Millennials. The collection includes 40 items, all priced between $3 and $5.

Lindsay Robertson, 7-Eleven product development category manager, comments, “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. 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.”

Joy Pico, 7-Eleven category manager, adds, “Much of the time, makeup items like lip and eye colors are spur-of-the-moment, impulse buys. If the price is right, that makes it easier to justify. 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.”

“Gorgeous on the Go”

7-Eleven has a freestanding “Gorgeous on the Go” display in stores that feature the cosmetics collection. The line includes eyeshadow palettes, blushers, highlighter, bronzer, BB foundation creams, hi-def concealers, volumizing mascara, eyebrow powder and wax, eyeliner, lip gloss and crayons, cream lipsticks, translucent powder compact, faux eyelashes, assorted makeup brushes, a blender sponge, eye makeup remover wipes, nail buffer, and nail polish remover. 

The sleek packaging is black, decorated with gold logos. Clear lids and caps showcase product colors.

See some of the products above. 

What do consumers have to say?

One Reddit commenter, gulfax, said this: “I went to get coffee creamer this morning, and found out I can buy coffee creamer AND false lashes and makeup brushes in the same place.”  

Aside from the jokes, it seems like shoppers will find it convenient to buy makeup at their local 7-Eleven. Also on Reddit, makeupbyillone said: “My first thought was that this was weird, why would a store like them make and sell makeup? But then I remembered the time I went to school with only 1 eyebrow drawn on my face. Now I think its a great idea.”

And cindyana_jones added, “My 7/11 used to have a little rack of elf cosmetics! They put it all the clearance rack a few months ago and I was bummed, I’ve totally bought tweezers and powder there in a pinch.”