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Birchbox's New Makeup Brand Is Designed for Working Out

Photo: Birchbox

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Birchbox continues to expand its business beyond sending out curated boxes of beauty supplies. Today, it is launching its second in-house brand, Arrow, following the release of LOC — an acronym for Love of Color — just a couple months ago. Birchbox also opened its first physical store last summer and is in the process of making more.

The newly-launched Arrow is a collection of beauty supplies inspired by the athleisure trend. The offering currently includes a cheek tint, lip balm, and deodorant that are designed survive the day, plus a workout. "Our customers are badass women who lead active lifestyles," Katia Beauchamp, Birchbox co-founder and CEO, said via a press release. "We were inspired by the trend of athleisure in fashion, and felt that the same elements could apply to beauty — high-performance products that help you look your best, without looking like you are trying too hard."

Birchbox plans on adding five new Arrow products later in the spring, including a facial mist, water-resistant mascara, cleansing cloths, a tinted serum, and tinted brow gel.

Arrow is currently available at Birchbox's website and stores. The products will also be included in February boxes for subscribers. None of the products indivually cost more than $20.

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