Birchbox

Birchbox launched in 2010 and became the gold standard for beauty subscription boxes. Their innovative approach to personalized sampling changed how people discover beauty products and inspired an entire industry of subscription services.

The Birchbox Story

Katia Beauchamp and Hayley Barna founded Birchbox while students at Harvard Business School. The idea came from their own frustration with buying expensive beauty products without being able to try them first. They launched in September 2010 with just 600 subscribers recruited through word of mouth.

The concept was simple but revolutionary: deliver a curated box of beauty samples each month, personalized to each subscriber’s profile. This allowed customers to discover new products without the commitment of full-size purchases.

Growth and Evolution

Birchbox grew rapidly, reaching one million subscribers by 2015 and raising over $70 million in venture funding. The company expanded internationally to the UK, France, and Spain, and opened a flagship retail store in New York’s SoHo district in 2014.

In 2015, co-founder Hayley Barna transitioned to a venture capital role at First Round Capital. Birchbox was acquired by Retention Brands in May 2023, continuing to operate under new ownership while maintaining its core personalized beauty box model.

Birchbox Products

Birchbox Monthly:

• Monthly beauty subscription with 5-6 curated items
• Mix of samples, deluxe sizes, and full-size products
• Up to $110 value per box
• Full customization available

Birchbox Signature:

• Premium bi-monthly subscription
• 4 full-size products per box
• Up to $175 value per box
• Higher-end brands and products

The Birchbox Difference

Birchbox’s personalization algorithm learns subscriber preferences over time, improving product matches with each box. Members also earn loyalty points on purchases and gain access to the Members Market with exclusive discounts on full-size products.