Birchbox Takes On Athleisure Trend

Beauty and grooming retailer Birchbox debuted its second in-house beauty brand, Arrow. Inspired by the evolution of the athleisure trend, it features makeup, skincare and body products that are lightweight, longwearing and refreshing – designed to enhance natural beauty during (and after) physical activity, according to the company. Products span from the Protect Aluminum-Free Deodorant ($9) to the Revive Cooling Cheek Tint ($18). Birchbox will introduce five additional Arrow products this spring. Everything in the line is vegan, paraben-free, cruelty-free, gluten-free and made in the US.

Arrow is available exclusively on Birchbox.com and Birchbox.ca, as well as at Birchbox's flagship store in Soho and the Birchbox beauty boutique at Rent the Runway's store in Georgetown. The Revive Cooling Cheek Tint and Boost Color Enhancing Lip Balm will be sampled in February Birchboxes; new subscribers who sign up for February will receive the Revive Cooling Cheek Tint in their first box.

“Our customers are badass women who lead active lifestyles. We were inspired by the trend of athleisure in fashion, and felt that the same elements could apply to beauty—high-performance products that help you look your best, without looking like you are trying too hard. It's that effortless, ready-for-anything beauty that so many of us are often looking for,” said Katia Beauchamp, co-founder and CEO, Birchbox. “Of course we loved that we could pioneer this concept in the beauty category and we worked hard to quickly bring the idea to market. The goal with Arrow is to provide subtle color and practical skin care and body products that make women feel fresh and confident wherever their busy days take them.”