Love of Color

Birchbox, a leading beauty and grooming retailer, has expanded into product development with the launch of its debut brand, LOC (Love of Color), which was fully conceptualized and developed by Birchbox. LOC is designed to provide a shortcut to trends with bold, highly pigmented makeup products inspired by the most of­-the-­moment colors.

To curate the first LOC collection, Birchbox collaborated with YouTube beauty star Tati Westbrook, of the GlamLifeGuru channel, who selected (and named) on-­trend shades for the upcoming season. «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.»

The LOC Fall/Winter 2015 launch collection, available today on Birchbox.com and Birchbox.ca, features two products in multiple colors: Vibrant Matte Lipstick and One & Done Eyeshadow Stick. The sticks are low-­maintenance yet high-­impact, designed in a compact size to last for the season, allowing customers to stay on trend and experience more colors at an attainable price point.

«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!»