YB Loves: Birchbox’s New In-House Cosmetics Brand
Birchbox launched its own cosmetics brand called LOC (Love of Color). (Photo: Birchbox)
Many women (and some men) love Birchbox, the monthly beauty box service that delivers on-trend well-curated samples right to your door. Since its launch back in 2010, Birchbox has grown into an e-commerce shop for unique products from a variety of brands — both mass and indie — all housed under one destination. As someone attached at the hip to my computer, online shopping has become both a habit and occupational hazard. But I’ve always wondered why the beauty experts at Birchbox didn’t have its own line to click and buy? Well, starting today, that’s no longer a problem.
Birchbox’s new in-house brand LOC (Love of Color) is just as clever as you’d expect, coming from a company of product mavens. It consists of two low-maintenance, purse-friendly products: three shades of Vibrant Matte Lipsticks ($8 each) and five shades of One & Done Eyeshadow Sticks ($10 each). Birchbox enlisted YouTube beauty vlogger Tati Westbrook also known as the GlamLifeGuru to collaborated on the seasonal shades and product names for the first LOC collection.
The easy-to-use sticks come in a deliberately compact size, so you can use up a stick this season and pick up an all new spring LOC products (clearly Birchbox knows how to get consumers hooked). My faves are the Glam Life lipstick — a pigmented berry wine hue that’s perfect for fall — and the On Point and Impress Me eyeshadow sticks — pearl and bronze metallic pencils that can be applied as liners or shadows. Other products include red, nude lip colors and gold, purple, and steel gray shadow sticks, and a sharpener ($5). The products may be tiny, but they have major staying power. As a lover of cream shadows, I found these stick formulas provide a similar effect that doesn’t crease or rub off.
All products are cruelty and paraben-free and are available in a range of value sets ($18-$46) perfect for a friend or — let’s be honest — yourself. You’ll also find samples of LOC in November Birchbox subscriptions and a special box curated by Tati herself. It’s the perfect intro to in-house color cosmetics for the brand, and I’ll be standing by with a click-of-the-mouse when Birchbox launches it’s next collection in early 2016.
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