To compete with Sephora and Ulta, subscription box-turned-retail store Birchbox is starting its own in-house cosmetics label.
To respond to trends without relying on other brands, Birchbox's new makeup line, LOC (short for Love of Color), will have two collections that release each year. The sets of lipstick and eye shadow will retail between $22 and $49.
Birchbox was started in 2010 as a subscription service for beauty samples. The brand opened its first retail store in NYC in July 2014.
Any Birchbox fans out there? Are you going to give the new brand a try?