clock menu more-arrow no yes

Filed under:

Birchbox Is Launching Its Very First Makeup Line

Photo: Glam Life Guru/Facebook

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Beauty subscription service Birchbox is releasing its own in-house makeup brand, and it's not called Birchbox. It's known as LOC (Love of Color), and like the name suggests, the line revolves around colorful, trend-driven lipsticks and creamy shadow sticks that are sized to be used for one season only. The sizing is similar in concept to recently-launched line Stowaway.

"We believe in not feeling like you are wasting products,"  Birchbox's CEO Katia Beauchamp told Fast Company. "With colors, things do change, and the nice thing about these products is that you can use them up and be done with them. We had the opportunity to simplify this process, which is what a lot of consumers are looking for."

The LOC brand was designed with the help of beauty vlogger Tati from Glam Life Guru, who just shared an image of the products with her 100,000 Facebook fans. The company plans to roll out new colors every six months, and yes, Birchbox plans to include LOC samples in its boxes.

The makeup is sold both in lip and eye sets and individually, with a single lipstick retailing for $8 and a shadow stick for $10. The full lip collection is $36 and the full eye collection is $18, or you'll be able to buy the LOC collection in its entirety for $46. Many of the sets are out of stock right now online.

LOC is just the beginning in terms of in-house makeup brands from Birchbox. Other brands are in development, including one that will launch in early 2016. Beauchamp told Fast Company that Birchbox will still prioritize its relationships with the existing beauty brands that fill each monthly subscription box, but the company's interactions with its beauty-obsessed subscription customers will fuel its own innovations in the future.