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Birchbox, the U.S.-based discovery commerce company for beauty, grooming and lifestyle products, announced its acquisition of Paris-based JolieBox, a leading player of the discovery beauty commerce in Europe. The acquisition expands Birchbox’s footprint, distribution and partnerships and establishes it as a global lifestyle brand.
"The delight of discovery extends across any border and to any culture," said Katia Beauchamp, co-founder of Birchbox. "JolieBox, with their like-minded team and brand ethos, is the absolute perfect partner to build relationships with new customers and brand partners internationally while simultaneously improving distribution as we scale."
Birchbox's retail platform, which started with personalized monthly beauty sample subscription boxes, also features a handpicked online shop and expert editorial content. The acquisition of JolieBox and its business units in France, Spain and the U.K.—as well as its relationships with more than 200 French and international cosmetic brands such as Lancôme, Yves Saint Laurent, Laura Mercier, Caudalie, Payot, L'Occitane, Bourjois, L'Oréal—now extends Birchbox's current brand partners to more than 400 internationally.
"Birchbox's approach to retail starts with the box, but goes much deeper. The magic is in each element working together, from custom editorial content to data-driven personalization and a tightly curated online store," said Quentin Vacher, CEO of JolieBox. "We recognized the opportunity to provide JolieBox customers with an even better service that changes how they shop, and ultimately the way brands interact with European consumers."