Birchbox launches in-house makeup brand

NEW YORK — Online beauty and grooming retailer Birchbox is moving into product development as the company launches its own brand of beauty products. Birchbox created its LOC (Love of Color) line of products in collaboration with YouTube personality Tati Westbrook in an effort to keep customers up-to-date on the hottest beauty trends.

“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,” Birchbox CEO and co-founder Katia Beauchamp said. “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 collection was launched Thursday and features Vibrant Matte Lipstick ($8 and One & Done Eyeshadow Stick ($10). The lipstick comes in three shades — First Kiss (pinkish beige) Wildest Dreams (bluish red)  and Glam Life (berry plum)— and the eyeshadow is available in five shades — On Point (silvery taupe), Day Trip (warm copper), Impress Me (deep rose gold), Smoke Screen (metallic steel), and Nite Owl (deep plum).

In addition, the products will be available in six collections that range from $23 to $46. There is also an eye shadow sharpener that Birchbox sells separately for $5. The company plans to create two LOC collections every year, with new seasonal products and shades that are also created in partnership with beauty influencers.