The company that put subscription beauty boxes in the limelight has now developed and launched its own color cosmetics line, called LOC (Love of Color). The makeup line was fully conceptualized and developed in-house.

For its debut Fall/Winter 2015 collection, Birchbox collaborated with Birchbox beauty expert and YouTube beauty star Tati Westbrook, to curate 10 shades for the upcoming season.

The collection features two products in multiple colors: Vibrant Matte Lipstick ($8 each) and One & Done Eyeshadow Stick ($10 each)—with more SKUs to be launched shortly. The sticks are designed in a compact size to last for the season. All LOC products are cruelty- and paraben-­free, and are available in value sets ranging from $18-$46.

Listen to Birchbox co-founder Katia Beauchamp talk about the brand’s strategies.

Read how Birchbox is beefing up its brick and mortar organization here.