Birchbox debuts LOC, its first in-house makeup brand

Birchbox announced Thursday the launch of its first-ever in-house makeup brand, LOC, or Love of Color, which it fully conceptualized and developed.

LOC launched on the Birchbox website with a Fall/Winter 2015 collection curated by YouTube beauty star Tati Westbrook, of the GlamLifeGuru channel. The collection consists of lipstick and eye shadow in several colors. Birchbox will also be sampling LOC in its November boxes and it will offer subscribers the option to receive a special box guest-edited by Tati in lieu of their regular monthly box.

"Bringing the latest beauty trends to life is something I do for my followers every day on YouTube, so it's incredibly exciting to introduce them to a brand-new makeup collection that I helped develop," said Tati Westbrook of GlamLifeGuru. "These shades will go perfectly with everyone's fall and winter wardrobes!"

"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, 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."

Birchbox launched in 2010 offering a personalized way to discover new brands and products. The company launched Birchbox Man and expanded internationally in 2012. The New York City-based company has over 1 million subscribers and operates in 6 countries and regions including France, Spain, Canada, Belgium, and the UK.

Birchbox offers over 800 best-in-class beauty, grooming and lifestyle brands in addition to its first-ever in-house brand, LOC. The company has also announced that it will launch its next in-house brand in 2016.

Birchbox debuts LOC, its first in-house makeup brand

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