Birchbox Is Launching Its Own Products (and We’ve Seen Them, and You Should Be Psyched)

If you felt like you’d seen every possible beauty subscription box innovation under the sun, Birchbox has one more surprise in store for you: It’s launching its very own line of products!

Courtesy Birchbox; Inset: Joshua Blanchard/Getty

After five years of delivering samples to subscribers and selling the full-size products online (and expanding into brick-and-mortar, men’s, and more), Birchbox decided to tackle a new challenge: launching its very own brand, LOC — short for Love of Color — this fall.

“It’s a passion project to develop a brand … [and] it’s hard for normal women to buy color cosmetics that are on trend because it’s just too much,” the brand’s chief exec Katia Beauchamp tells People. “There’s so much out there. So we were like, ‘You know what? How good would it feel to buy a whole season’s trend for under $50?’”

LOC’s first collection is compromised of two products (in a variety of colors), based on what was hot for fall: a Vibrant Matte lipstick, which comes in three on-trend colors and retails for $8 each; and a One & Done Eyeshadow Stick, which comes in five shades and retail for $10 each. Each product is paraben- and cruelty-free and small enough to fit in the palm of your hand, which means they’re ideal for throwing into any bag you’ve got.

“Even though a lot of our consumers are not traditional or the most avid beauty girl, everybody still has a love for the candy, the fantasy of [beauty],” Beauchamp says of the name LOC. “Even if you’re intimidated by it, you’re drawn to it. We felt like, this is something we can all get behind: The color part is so fun and it’s easy too.”

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Courtesy Birchbox; Inset: Joshua Blanchard/Getty

Each product (and the shades therein) was curated and named with help from YouTube beauty sensation star Tati Westbrook, of the GlamLifeGuru channel.

“I’ve been a fan of Birchbox for a long time … we just got along and I loved the team, and when they said they were doing a line they wanted to see what I thought of the product,” Westbrook says. “I try product all the time; that’s all I do is shop for product, try product, review product, and I loved [the samples they sent]. I was like, ‘Okay, this is not going anywhere, so yes, I’m in!”

Her favorite? The bold red lipstick, called “Wildest Dreams,” she says: “It dried down into this gorgeous [finish]. It just stays put really beautifully and it doesn’t smear all over the place.”

Beauchamp anticipates even more collaborations now that LOC is off the ground .”We had inspiration for LOC, which is why we did it … and we’ll see if we have a brand that wants to do something together,” Beauchamp says. “W’ve been doing that since the beginning, and if we feel like we’re uniquely sufficient to do it ourselves, we’ll do it.”

For a full collection packages, head to birchbox.com. And if you’re a subscriber, be on the lookout — a sample of the LOC line will be in your November box.

Are you excited about Birchbox launching its own products? Share below!

–Sarah Kinonen
Follow @sarahkinonen

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