Pret-a-Reporter

Birchbox Launches Its Own Makeup Line

Courtesy of Birchbox
Birchbox LOC collection

The in-house collection debuts with sets of lipstick and eye shadow.

Birchbox devotees will have another reason to spend a chunk of change on the online retailer's latest beauty offerings: The N.Y.-based subscription service is launching its own line of makeup.

Birchbox, which first gained popularity for specially curated subscription boxes of beauty products, announced that it has created a new in-house beauty collection called LOC, which stands for Love of Color. LOC will debut with sets of lipstick and eye shadow, priced between $22 and $49.

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Two collections will be released each year, based on the makeup trends of each season, reports Bloomberg. According to Birchbox's site, LOC will partner with beauty bloggers and YouTubers to "ensure that each assortment boasts the gotta-have hues of the moment."

The first LOC collection is now available on Birchbox.com, but better act quick because the Vibrant Matte Lipstick ($8) and Complete Collection for Lips ($18) appear to be out of stock already.

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