Birchbox launches its own make-up brand

After five years of wowing subscribers with the latest, carefully selected beauty finds, Birchbox has now launched its very own make-up brand, LOC, in the UK.

As one of the leading beauty subscription boxes, Birchbox is at the forefront of the latest beauty trends, and so, who better to develop the future must-have items for our make-up bags?


LOC (Love of Color) is Birchbox’s debut brand, and aims to make each season’s make-up and colour trends accessible for those of us who don’t have a make-up artist on speed dial. Fully developed by Birchbox, LOC’s highly pigmented make-up will enable you to channel the It looks of the moment with the latest on-trend colours – but without the high-end price tag.


The launch collection, available since the beginning of the month, stars two products: Vibrant Matte Lipstick (£6.00), and One & Done Eyeshadow Stick (£8.00). Each item is available in several colours, and comes in a compact size to last you the whole season. Added bonus: the products are cruelty-free and paraben-free, so you can rest assured that you are using make-up that is high quality as well as reasonably priced.


Its first foray into product development, LOC was first launched in the USA in late 2015, in collaboration with YouTube make-up guru, Tati Westbrook. This side of the pond, Birchbox has begun sampling LOC in February’s box, and you can also buy the collection on the Birchbox website.

We really liked the One & Done Eyeshadow Stick – and can vouch for it lasting all day! – and hope that Birchbox will expand the collection further over the months to come.


What did you think of your LOC product in February’s Birchbox?

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