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LOC: The Story So Far

Back in February 2016, we launched our very first in-house, Birchbox-own make-up brand – LOC (a.k.a. Love Of Color). 18 months later, we’re delighted to be including a full-size LOC One & Done Shadow Stick inside every August Birchbox. But, before we dive into just how amazing this product is (and exactly how you use it) we wanted to recap on why you’ll love LOC, if you haven’t discovered the brand for yourself yet…



Created entirely with our customers in mind, we launched LOC as a way to make it easier for you to discover seasonal trends and experiment with bold, beautiful colour. Most of you (and us included!) have our beauty bag staples that we use everyday. So, trying something new can feel a little daunting. With LOC, we create a selection of new products each season so you can step outside your comfort zone. They’re just the right size to keep you on trend for a few months, so you can build a library of stylish shades without breaking your budget. Plus, the formulas are utterly foolproof – so whether you’re a newbie to colour, or you love experimenting, you’ll be in your element.


So, as we mentioned, in this month’s Birchbox everyone will receive one of the LOC One & Done Shadow Sticks in one of two NEW mermaid-ready shades – Out Of Your Shell (a pearly sheen) or Rock Steady (a metallic greige). Delivering up to 11 hours of creaseless, waterproof colour, this shadow stick eliminates the need for multiple brushes, blenders and primers. Meaning it’s the perfect way to create a smokey eye in moments…

1. Colour in your eyelid using the Rock Steady shade. Then blend out the edges using your fingertips.This will create a pretty, lived-in, smokey effect.

2. Apply the Out Of Your Shell shade to the inner corners of your eyes and beneath your brow bones. This will help to illuminate your eyes and brighten the whole eye area.

3. You could leave things here but, if you prefer a more dramatic finish, line beneath your lash line using Rock Steady to define your eyes.LOCbrandstory_howto_700x400px_img5

We hope you enjoy discovering LOC in your August Birchbox! Haven’t signed up yet? Get yours here to try it for yourself!