What is Birchbox? Birchbox Review, Features

Birchbox is a subscription-based platform for delivering high-end cosmetics samples. It provides a monthly subscription service for various beauty samples and can provide personalized push notifications based on user information and user feedback. If users are satisfied with the samples, they can purchase them directly from Birchbox.

About Birchbox

Birchbox was founded in 2010 by two Harvard Business School students, Hayley Barna and Katia Beauchamp.

Specifically, female subscribers pay $10 per month (20 for men) and attach their preferences for beauty products and their own characteristics to their personal profiles. Birchbox will then send subscribers a box containing four or more cosmetic samples, along with product introductions and usage tips. If the user feels that the samples they received are good and wants more, they can purchase them directly on the Birchbox website, which will add points to the user's Birchbox account for the next purchase.

Features

1. The biggest highlight of Birchbox is that the cosmetics samples are accurately delivered according to the personal information provided by the user. Users will fill out a questionnaire to create a personal profile, stating your personal preferences for cosmetics, as well as some personal characteristics and problems in makeup. Based on this information, Birchbox will tailor a sample gift box for each customer, and attach some relevant suggestions and guidance. This feature of the platform, on the one hand, solves the dilemma of consumers facing a dazzling array of cosmetics and having no choice; on the other hand, it also helps cosmetics companies solve the problem of inaccurate sample delivery, greatly improving publicity efficiency and saving labor costs.

2. Birchbox makes the process of discovering cosmetics cheap and fun, and provides beauty lovers with a one-stop service of "discover, try, buy, and learn" in the cosmetics field. Through Birchbox, subscribers can not only save money, time and energy in discovering high-quality beauty products, but also learn a lot about beauty and become a true beauty expert.

Profit Model

1. Subscription-based income of $10 per month ($20 for men);

2. Share of income from goods sold in the online mall.

Website Development

- Birchbox was officially launched in New York in September 2010. Hayley Barna and Katia Beauchamp from Harvard Business School founded the company.

By the end of October 2010, Birchbox had 2,000 paying customers.

-In January 2011, the number of paying users was 5,000.

-In April 2011, the number of Birchbox paying users reached 22,000.

-In August 2011, when it raised $10.5 million in its Series A funding, it had 45,000 users and had established partnerships with 80 high-end cosmetics brands. Data showed that over the past year, more than half of its paying users were continuous subscribers, indicating that paying users had a fairly high degree of loyalty.

-As of March 2012, the number of its paying users had reached 100,000, and it had established partnerships with more than 130 brands.

-In April 2012, Birchbox launched the Birchbox Men box for men. For $20 per month, Birchbox will send 4 to 5 items per month, such as high-end brand shaving foam, deodorant, skin care products, and even headphones, socks, and games.

-In September 2012, Birchbox acquired JolieBox, and since then Birchbox has had operations in France, Spain and the United Kingdom outside the United States.

-In November 2012, Birchbox entered the third field - home, entertainment, and design items. For example, the home deco box is a box worth $58, which contains decorations, kitchen utensils, and food needed for various parties and evening parties.

- In June 2013, BUSINESS WIRE reported that Birchbox will cooperate with the third season of "SUITS" of USA Network, using the fashion style and high ratings of "SUITS" to carry out a series of integrated marketing activities for Birchbox. Birchbox will provide personalized "SUITS" themed Birchbox Men boxes, and will add "SUITS" elements to Birchbox Women.

-As of 2013, Birchbox has more than 300,000 members and has established partnerships with 400 top brands, including Lancôme, Kiehl's, Laura Mercier, Benefit, Stila, Caudalie, Payot, L'Occitane, Bourjois, and L'Oreal.

- In July 2014, Birchbox opened its first physical store in New York City. It later opened a second store in Washington, D.C.

Financing

-In October 2010, Birchbox received $1.4 million in funding led by First Round Capital and Accel Partners.

-In 2011, the company completed a $10.5 million Series A financing round led by Accel Partners, with participation from First Round Capital, Harrison Metal, Forerunner Ventures, Lerer Ventures, Sam Lessin, Consigliere, Gary Vaynerchuck, Dave Morin, Stanford University Endowment and Andy Dunn.

-In April 2014, Birchbox received $60 million in Series B financing, with a valuation of $485 million. This round of financing was led by Viking Global Investors, followed by First Round Capital, Accel Partners, Aspect Partners and Consigliere Brand Partners.

-In August 2016, Birchbox received a new round of investment of US$15 million from investors including First Round Capital, Accel Partners and Viking Global Investors.