Beauty and grooming retailer Birchbox has launched its debut makeup brand LOC (Love of Color), and has collaborated with YouTube beauty star Tati Westbrook, who selected and named on-­trend shades for the upcoming season.

Co-­Founder and CEO for Birchbox, Katia Beauchamp, commented 'We are incredibly focused on our customer's needs and when we heard they wanted help understanding and translating trends, we felt equipped to deliver that ourselves. We've advised and guided several other brand partners, so product development was a natural extension for us ­ and an exciting new challenge as we celebrate our five ­year milestone'.