Birchbox launches own cosmetics brand

LOC range to launch this week

Beauty subscription company Birchbox is launching its own range of colour cosmetics. The line will be called LOC – which stands for Love Of Colour.

In keeping with the company's sample service, LOC products will be smaller than many other brands. Birchbox says this will reduce wastage, with each product running out before the next trend comes along.

Birchbox will create a new series of colours every six months, with prices set around $8 for a lipstick and $10 for an eyeshadow.

This is the first product range created by Birchbox and will be followed up with another launch due to hit the market in early 2016, although the brand has not yet said what the line will be.

The news follows the opening of Birchbox's first bricks and mortar store in New York earlier this year.

Since its launch in 2010, Birchbox has been operating in an increasingly competitive market with Sephora currently rolling out a rival service in the US and Michelle Phan's business Ipsy expanding its GlamBags business.

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