Subscription commerce beauty brand Birchbox has expanded its product line with the launch of ARROW, an in-house beauty line. This is the second in-house beauty line for Birchbox, joining LOC, or Love of Color.

The newly launched ARROW focuses on easy-to-use products post-workout. Inspired by the burgeoning athleisure trend in retail, ARROW features makeup and skin care products. In the first delivery debuting in February, subscribers can expect a lip balm, cheek-tine and deodorant.

“Our customers are badass women who lead active lifestyles,” said Katia Beauchamp, co-founder and CEO of Birchbox, in a company press release. “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’re trying too hard. It’s that effortless, ready-for-anything beauty that so many of us are often looking for.

“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 skincare and body products that make women feel fresh and confident wherever their busy days take them.”

ARROW is available exclusively on Birchbox.com and Birchbox.ca, as well as at Birchbox’s flagship storefront in SoHo.