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Meet LOC, our new makeup brand that makes it easy to discover trends in bold, beautiful color. Offering a new curated collection of vibrant colors and products each season, LOC (a.k.a. Love of Color) partners with beauty experts—including YouTubers and bloggers—to ensure that each assortment boasts the gotta-have hues of the moment. Plus, all products are just the right size to keep you on trend for the season, meaning you can build a library of stylish shades without breaking your budget. We’re in love.

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