Birchbox

Straight Arrow.

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As high heels are replaced with all-white Adidas sneakers and stylish active wear beats out gowns on the runways, it’s evident that fashion is reflective of our increasingly busy lives. When it comes to how beauty rituals factor into this trend, one company is taking note with a new product line inspired by the active lifestyle. “We felt that the same elements could apply to beauty: high-performance products that help you look your best, without looking like you’re trying too hard,”says Katia Beauchamp, co-founder and CEO of Birchbox. It was this goal that inspired Beauchamp to create Arrow, a cosmetics collection designed to help take women from hot yoga/spin/Beyoncé dance class/a full workday to wherever they need to be next—while looking like they just came from the spa.

Birchbox is a beauty subscription service that sends out customized samples each month. Beauchamp founded the company with friend Hayley Barna in 2010; both had a desire to make the daunting task of navigating the beauty industry more fun. “It shouldn’t feel like this process of, ‘Where do I begin?’” explains Beauchamp. As a mother of two young sons, the New York-based entrepreneur knows how precious time is these days. “We’re all so busy going from one activity to the next,” Beauchamp says. “For some people, that involves stopping into a class or going for a run, but a lot of people are moms who work, and they’re going to and from places, trying to have a social life. We really saw the need for a line that responded to that lifestyle.” Beauchamp wanted to reinforce her company’s values and offer something new to these consumers.

Like all products backed by Birchbox, the Arrow line was repeatedly tested by internal employees. It’s a process Beauchamp has always been proud of. “We can really find out if each product delivers on its value proposition,” she declares. Beauchamp and her team worked with product developers to create essentials that were effortless to use while enhancing natural beauty: “When you’re your most active self, you want to look like yourself.”

Among the athleisure-inspired goods are an aluminum-free deodorant and a lip balm that reacts with PH levels to enhance the pout’s natural colour. Beauchamp understood the growth of ingredient-conscious consumers, and ensured that all products are vegan, as well as paraben-free, cruelty-free, and gluten-free. While some brands may claim to be all-natural, she believes that what matters most to consumers is the specific ingredients and where they come from.

Samples from the Arrow line have already been shipped out to Birchbox subscribers, and the company plans to roll out additional products in the coming months. Beauchamp says she is thrilled to be one of the first companies to offer items in this realm. “We have to be thinking about ways your life is evolving,” she explains. “Do they apply to beauty, and should we be there for you in those moments?”


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February 16, 2016