Birchbox Launches Its First-Ever In-House Line

Rachel Adler
Courtesy Birchbox

Courtesy Birchbox

Birchbox, the company that created the mail-order beauty-sample craze that has yet to slow down, is having quite the year. After successfully launching its first brick-and-mortar store, it’s now introducing its very first in-house line, LOC, or Love of Color. The collection was created in collaboration with YouTube influencer Tati—a strategic plan to reach the makeup-obsessed-yet-busy women that both she and Birchbox speak to on the day-to-day.

We caught up with Katia Beauchamp, cofounder of Birchbox, before the launch of the line, which launches online tomorrow–and for the extra eager, some select products are available for pre-sale today. She told us exactly why she thought this was the right next move for the brand. “We’ve always been focused on our customers and what their needs are, and when they said they wanted help understanding and translating trends, we felt equipped to deliver that ourselves. We often guide our brand partners and advise them on the products they’re bringing to market, so developing our own brand was a natural extension for us. We felt we had an opportunity to provide something value-added with LOC,” said Beauchamp.

As for what we can expect from the brand itself, Beauchamp noted that it will be designed to provide a shortcut to the season’s top color trends with bold, highly pigmented products in an easy-to-use stick format. The collection includes a Vibrant Matte Lipstick (in three shades) and a One & Done Eyeshadow Stick (in five shades). “[The sticks] are compact in size to last for one season so costumers can stay on trend and experience more colors at an attainable price point,” explained Beauchamp.

As for why Birchbox teamed up with Tati for its first collection, Beauchamp notes that she and her partner recognize the significant role that influencers play in the beauty industry. “[We] know many of our customers turn to YouTube to discover new products and learn about the latest trends. [Tati] really resonates with our customer, so it felt natural to collaborate with her on this launch collection and tap her expertise on which shades to incorporate.”

The brand confirms that it will be continuing to launch other collections, so you can bet other vloggers will be involved. But we’ll have to wait and see to find out who.

MORE: Birchbox Cofounders on Beauty Looks That Will Never Go Out of Style