Birchbox launches signature beauty brand

One of the top sellers of beauty products, Birchbox, is launching its own branded product line. LOC (Love of Color) was developed by Birchbox and will now be sold alongside other brands both online and in-store.

The new makeup line was developed in collaboration with YouTube beauty star Tati Westbrook of the GlamLifeGuru channel, who selected and named the shades for the upcoming season.

"We are incredibly focused on our customer's needs and when we heard they wanted help understanding and translating trends, we felt equipped to deliver that ourselves," said Katia Beauchamp, co-­founder and CEO of Birchbox. "We've advised and guided several other brand partners, so product development was a natural extension for us ­and an exciting new challenge as we celebrate our five-­year milestone."

LOC's fall/winter collection launched on and and features two products, a lipstick and eyeshadow stick, in multiple shades. The products range from $18 to $46.

Birchbox will begin sampling LOC in its November boxes. Plus, subscribers can opt to receive a special box edited by Tati that features all of her beauty picks for November. The full collection will also be available in Birchbox's flagship store in New York.

The beauty company will create two LOC collections per year, introducing new products and shades each season. The company is developing other brands in-house, with the next one to launch in early 2016.

For more:
-See this Birchbox press release

Related stories:
Birchbox continues physical store pilot
Gilt opens first physical showroom
Birchbox members boost sales of other beauty retailers
Birchbox to open its first retail store in Manhattan
Birchbox includes virtual reality experience in monthly box