Birchbox, the beauty and grooming retailer, has launched its second in-house beauty brand called Arrow. Arrow is inspired by the increasing athleisure trend, and features skincare and make-up products that are lightweight enough to be worn during and after physical activity. Birchbox’s popular beauty- product subscription service has redefined how consumers shop, offering a curated cost-effective way to discover and purchase new items. Now, Arrow’s goal is provide sensible skincare and body products that make women feel fresh and confident during their busy schedules. “Our customers are badass women who lead active lifestyles, “ noted Katia Beauchamp, Co-Founder and CEO, Birchbox. “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.”

The launch products include Revive Cooling Cheek Tint $18, a lightweight long-wearing cheek tint designed to add a natural-looking hue with a gentle cooling sensation that is available in two shades: Berry Flush, a deep raspberry and Pink Punch, a bright pink. Boost Color Enhancing Lip Balm, $14, is a high-tech moisturizing balm that reacts with the pH of users’ lips enhancing their natural color and creates a unique shade of pink. The ingredients include mango seed butter, vitamin E and luffa seed oil for hydration and protection. Protect Aluminum-Free Deodorant, $9 is an aluminum-and alcohol-free deodorant featuring a bright citrus scent that neutralizes odors with notes of pink grapefruit, mint leaf, ginger flower, sea spray, and is free of synthetic dyes and colorants. Arrow Makeup Bag, $12 is water-resistant makeup bag featuring the brand’s signature design. Arrow also has a Limited-Edition Starter Kit, $36 that includes all three launch products. This spring, five additional beauty items will be offered: Hydrate Soothing Facial Mist, Endure Water-Resistant Mascara, Refresh On-the-Go Cleansing Cloths, Energize Tinted Serum, and Sculpt Tinted Brow Gel. All Arrow products are made in the US and are vegan, paraben-free, cruelty-free, and gluten-free.

Arrow is available for purchase exclusively online at Birchbox.com, in-store at the Birchbox flagship in SoHo, and the Birchbox beauty boutique inside the Rent the Runway’s store in Georgetown. Birchbox subscribers will have the opportunity to sample the Revive Cooling Cheek Tint and Boost Color Enhancing Lip Balm in February Birchboxes.