Birchbox Launches Its Own Makeup Brand
Beauty company Birchbox has expanded into product development with the launch of its debut brand, LOC (Love of Color), which was fully conceptualized and developed by Birchbox. To curate the first LOC collection, Birchbox collaborated with YouTube beauty star Tati Westbrook, of the GlamLifeGuru channel, who selected (and named) on-trend shades for the upcoming season.
Launched in 2010, Birchbox redefined the online shopping experience by pairing a monthly subscription of deluxe samples tailored to customers' unique profiles with inspiring editorial content to create a seamless path to purchase full-size products online.
Birchbox will create two trend-based LOC collections per year, introducing additional products and new shades each season. It will partner with other beauty influencers to curate these upcoming collections. In addition to LOC, Birchbox is actively developing other brands in-house, with the next one launching in early 2016.
The LOC Fall/Winter 2015 launch collection features two products in multiple colors: Vibrant Matte Lipstick, $8 each, and One & Done Eyeshadow Stick, $10 each. The products, which are all cruelty-free and paraben-free, are also available in five value sets ranging from $18 - $46.
Birchbox will begin sampling LOC in its November boxes. Additionally, subscribers can opt to receive a special box guest-edited by Tati that features all of her beauty picks for November including an LOC product in lieu of their regular monthly box. New subscribers can sign up until November 26 to receive Tati's GlamLifeGuru Birchbox. Consumers can shop the full collection exclusively on Birchbox.com, Birchbox.ca and at Birchbox's flagship retail store in Soho. The complete assortment includes:
Launched in 2010, Birchbox redefined the online shopping experience by pairing a monthly subscription of deluxe samples tailored to customers' unique profiles with inspiring editorial content to create a seamless path to purchase full-size products online.
Birchbox will create two trend-based LOC collections per year, introducing additional products and new shades each season. It will partner with other beauty influencers to curate these upcoming collections. In addition to LOC, Birchbox is actively developing other brands in-house, with the next one launching in early 2016.
The LOC Fall/Winter 2015 launch collection features two products in multiple colors: Vibrant Matte Lipstick, $8 each, and One & Done Eyeshadow Stick, $10 each. The products, which are all cruelty-free and paraben-free, are also available in five value sets ranging from $18 - $46.
Birchbox will begin sampling LOC in its November boxes. Additionally, subscribers can opt to receive a special box guest-edited by Tati that features all of her beauty picks for November including an LOC product in lieu of their regular monthly box. New subscribers can sign up until November 26 to receive Tati's GlamLifeGuru Birchbox. Consumers can shop the full collection exclusively on Birchbox.com, Birchbox.ca and at Birchbox's flagship retail store in Soho. The complete assortment includes:
- Vibrant Matte Lipstick ($8 each): a bold matte color that stays soft and flexible; available in three shades: First Kiss (pinky beige), Wildest Dreams (blue-ish red) and Glam Life (berry plum)
- One & Done Eyeshadow Stick ($10 each): creaseless, waterproof color that last up to 11 hours (no primer needed); available in five shades: On Point (silvery taupe), Day Trip (warm copper), Impress Me (deep rose gold), Smoke Screen (metallic steel), and Nite Owl (deep plum)
- Ultimate Collection ($46): includes all three Vibrant Matte Lipsticks and all five One & Done Shadow Sticks (plus sharpener)
- Complete Collection for Eyes ($36): includes all five One & Done Shadow Sticks (plus sharpener)
- Complete Collection for Lips ($18): includes all three Vibrant Matte Lipsticks
- Shadow Stick Trio ($25): includes three One & Done Shadow Sticks (plus sharpener); available in two look-driven kits
- Clutch Collection ($23): includes one Vibrant Matte Lipstick and two One & Done Shadow Sticks (plus sharpener); available in three look-driven kits
- One & Done Shadow Stick Sharpener is also available separately for $5