Samantha Faragalli
Oct 15, 2015 @ 6:15 pm

Brace yourselves, Birchbox subscribers! One of the most-loved beauty subscription box brands has created a new makeup brand called LOC, meaning Love of Color. The new collection, which is available starting today, is as gorgeous as ever and filled with essential lippies and eyeshadows to keep you looking trendy and stunning all season long.

Birchbox has collaborated with beauty YouTuber Tati Westbrook of the GlamLifeGuru channel, who was the mastermind behind the high-pigment swatch of these must-have fall shades. “We wanted to do fall colors and fall trends made easy without being too over the top or too Instagram only,” Westbrook tells InStyle. “The thought was to make trend-appropriate shades as well as shades that are portable, easily accessible and easy to use.”

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These convenient and long-wear products are inexpensive and ideal for on-the-go makeovers. In addition, these fashion forward and on-trend shades were created with every woman in mind. “I wanted to make sure all the colors had synergy and worked well together that way you can layer shades and pair the lip and eyeshadows so it will come together beautifully without clashing,” Westbrook adds. “More importantly, it also looks great on a variety of skin tones. There’s something for everyone, which makes it universally flattering.” The collection includes a mix of vibrant reds, deep plums and shimmery golden hues. The best part? While the LOC Ultimate Collection ($46; full collection is available for purchase, each shade is sold separately as well.  

It doesn’t stop there. Samples of these high-impact products will be included in November boxes. Better yet, current subscribers can chose to receive a special box by Tati, which would feature all of her favorite beauty picks of the month.

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Head over to for the full collection, and be sure to tune in to Tati Westbrook’s YouTube channel for upcoming step by step how-to videos on her favorite looks with the LOC collection.   

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