With the world feeling like it's in a scary place right now , it's key to be mindful about how we shop, what brands we choose to support in 2020. That said, shopping with a conscious and looking good are by no means mutually exclusive — and Urban Outfitters is proof. Besides supplying us with a steady stream of effortlessly cool dresses and accessories, UO's beauty section is also top-notch — and just got better. (Oh, and did we mention it's 30% off today?)