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Birchbox is selling its own makeup now

Birchbox's new in-house makeup line LOC.Birchbox's new in-house makeup line LOC.
Birchbox's new in-house makeup line LOC.Courtesy of Birchbox

Birchbox is ready to go beyond the box with its newest in-house makeup line called LOC.

The company, which got its start as a monthly subscription service, is now joining the ranks of much larger competitors like Sephora and Ulta (ULTA) by launching its own brand, reported Bloomberg. LOC, which stands for Love of Color, will include sets of lipstick and eyeshadow that will retail between $22 and $49. Individual lipsticks and eyeshadows will cost between $8 and $10 each.

The products are smaller sizes that are meant to be used up within a few months so that the consumer doesn’t feel like they are wasting product and will be ready for the next color trend. Birchbox plans to launch a new set of colors every six months.

The move to create its own brand allows Birchbox the freedom to address beauty trends each season without needing to rely on other labels. Birchbox CEO Katia Beauchamp saw the new launch as an extension of what the company has already been doing.

“We’ve been working closely with so many of our brands for many years with product development,” Beauchamp told Bloomberg. “We saw an opportunity that we thought was interesting in color.

The LOC line was created by an internal team of product development experts and was conceived in partnership with Tati Westbrook, the YouTube star whose GlamLifeGuru channel has over 700,000 subscribers.