Birchbox has released its own makeup line called Love of Color.

Its first collection includes sultry matte lip colors and creaseless, waterproof eye shadow sticks. The colors are rich and vibrant ranging from metallic steel and deep plum to warm copper, perfect for fall fashion.

Considering its high quality, the collection is reasonably priced; each lip color is $8 and each shadow stick is $10.

The new line also offers the ability to create personalized collections with your favorite lip colors and eye shadows for less than $50.

Birchbox co-founder and CEO Katia Beauchamp told Fashionista.com, “We realized we had a competency in house. We had a small team that was helping our brands extended their lines, repackage their lines and change their strategy. That [was] the same team that worked on developing this brand.”

One of the more interesting characteristics about LOC is how Birchbox has been promoting it. Since it is an online shopping source that relies heavily on those who frequently browse the Internet, Birchbox allowed the collection to be curated by a YouTube star.

The star, Tati Westbrook, is a “glam life guru” with an immense following on YouTube, reaching over 700 thousand subscribers. She is known for uploading video featuring makeup tips, product reviews and hauls.

She is always one to share her unbiased opinion on her experiences with all products – drugstore and luxury. Birchbox noticed her powerful online presence and cleverly took this opportunity to work with Westbrook on LOC. They gave her the creative freedom to choose many of the colors and marketing tactics, such as creating a video about LOC.

In the video featured on Birchbox’s YouTube channel, Westbrook emphasizes the products’ beauty and potency.

”All the shades are going to work well together and that I personally made sure of that,” Westbrook said.

Westbrook also tested each product on camera and promotes the collection on her social media platforms.

It is interesting to see how actively businesses are reaching out to Internet stars to broaden their marketing strategies. Birchbox has successfully branded itself as a site that is easy to navigate that offers reasonably priced products.

Birchbox has combined monthly deliveries and personalization using unique forms of e-commerce and marketing, especially in their newest Love of Color collection.

From the its beginning, Birchbox has made it its mission to “help customers find products they love.” Upon browsing the Birchbox site, you can quickly see that mission being fulfilled. Shoppers enjoy the abundance of popular products such as the Beautyblender and brands like Anastasia Beverly Hills for sale.

More so, they enjoy seeing their favorite luxury products being sold at equal or lesser prices than at stores like Sephora. The site is easily navigable, organized and caters to personal preferences. For instance, you can purchase products individually or subscribe to various collections and “beauty boxes,” all shipped to your door for only $10 a month.

If you’re interested in shopping the LOC collection, you can go to Birchbox.com where the company intends to launch a collection twice a year, with products and colors based on the season.