.png)
Overview
Birchbox is a US beauty subscription service that sends members a monthly box of beauty and grooming samples and sells full-size products online. It helped create the beauty subscription box category and became known as a way for shoppers to discover new brands. For a beauty brand, Birchbox can be a sampling and discovery channel, but it has been through major ownership changes in recent years.
Who is behind Birchbox
Birchbox was founded in New York in 2010 by Katia Beauchamp and Hayley Barna. At its peak it raised close to USD 90 million, and in 2018 Walgreens took a minority stake and piloted Birchbox shop-in-shops in some stores. In 2021 the women's health company FemTec Health bought Birchbox for about USD 45 million. Under FemTec, Birchbox paused shipping boxes in late 2022 and closed its UK website. In May 2023 its assets were bought by Retention Brands, which invests in e-commerce and subscription businesses, and Birchbox restarted shipping monthly boxes.
What the shopper gets
Members receive a monthly box of beauty or grooming samples, personalised to their profile, and can buy full-size versions in the Birchbox shop. Birchbox Man, launched in 2012, offers grooming products for men.
How brands can work with Birchbox
Brands typically work with Birchbox by supplying samples for the boxes and products for the online shop. A brand considering Birchbox should think about:
- Sampling goals, such as getting the product in front of new customers and turning sample users into full-size buyers.
- Sample costs and volumes, since boxes need large numbers of samples.
- US cosmetics compliance, including labelling and MoCRA requirements.
- The company's current scale and terms, given its recent restructuring.
Why Birchbox matters for brands
Sampling is still a powerful way to win new beauty customers. Birchbox can offer that, but brands should check its current reach and terms before committing.
How eBrands looks at Birchbox
eBrands works with brands on marketplaces and retail channels across Europe and North America, and beauty is one of our core categories. If you want to see whether a sampling channel like Birchbox fits your plans, we are happy to talk it through.
Useful links
Ready to go global?
Let us show you how eBrands can take your brand to every market that matters.