Global Cosmetic Industry
  • Log In
  • Register
  • Facebook icon
  • Twitter X icon
  • LinkedIn icon
  • Instagram icon
  • Retail
  • Brick and Mortar
  • Digital/E-commerce
Topics
  • Packaging
  • Ingredients
  • Brands & Products
  • Leaders
  • Retail
  • Brick and Mortar
  • Digital/E-commerce
  • Consumers & Markets
  • Multimedia
  • Events
  • Polls
Magazine
  • Advisory Board
  • Past Issues
  • Product Roundup
  • Subscribe
User Tools
  • Log In
  • Register
  • Contact Us
  • Editorial Submissions
  • Advertise
  • Privacy Policy
  • Legal Terms
Facebook iconTwitter X icon LinkedIn iconInstagram icon
  1. Home
  2. Retail
  3. Brick and Mortar

[slideshow] Can Birchbox Boost Walgreens' Prestige Beauty Position?

Oct 4th, 2018
Jeb Gleason-Allured

Walgreens has taken a minority stake in Birchbox and is piloting a series of "Birchbox retail experiences" inside 11 Walgreens stores in major U.S. cities, further escalating the pharmacy channel's push into beauty. The move follows Viking Global's acquisition of a majority stake in the ailing beauty box and online retail pioneer, which is now worth a fraction of its former $500-million valuation. It also comes amid spiking competition among drugstores, as seen with CVS' recent partnership with Glamsquad.

This will allow Walgreens to tap into a multi-channel prestige beauty opportunity, creating interactive spaces within some of its locations. The pilot program includes a curated Birchbox shop on Walgreens digital properties, which the pharmacy giant hopes will give it an edge in brand discovery for its shoppers.

The spaces will roll out between December 2018 and early 2019, featuring "Birchbox branding, elevated design and a curated product assortment featuring full-sized skincare, hair and makeup products from more than 40 prestige brands," according to an official announcement. The spaces will be managed by Birchbox-trained Walgreens beauty consultants.

“In Walgreens, we have found an exciting partner that supports our mission of reaching an underserved customer who doesn’t prioritize beauty."

Online, Birchbox will offer subscriptions via Walgreens digital properties to its monthly delivery services of personalized samples, as well as a “Build Your Own Birchbox” experience (BYOB) in-store.

“This is an exciting time for beauty at Walgreens,” said Richard Ashworth, president of operations, Walgreens. “Our customers want to shop the most sought-after brands in a welcoming and accessible environment, and the addition of Birchbox to our growing beauty offering is a big step in delivering on our promise to differentiate and elevate the beauty experience at Walgreens. This collaboration will help enable Walgreens to continue to strengthen our beauty offering and build our prestige portfolio.” 

“In Walgreens, we have found an exciting partner that supports our mission of reaching an underserved customer who doesn’t prioritize beauty,” said Katia Beauchamp, CEO and co-founder of Birchbox. “Birchbox has effectively changed the relationship that this customer, who represents 70% of the market, has with beauty and increased her spend in the category. Walgreens is deeply committed to beauty and shares our vision for a different type of retail experience – one that is holistic, seamless and designed to help shoppers make informed, confident decisions. Together we will continue to evolve the integration of our physical and digital shopping experiences.”

Interesting Stories
As recently as November 2024, Target had touted beauty as a rare bright spot of growth for the retailer. At the time, Rick Gomez, executive vice president, chief commercial officer, Target, said, “In terms of category performance, sales and market share gains were strongest in beauty again this quarter with comparable sales growth of more than 6%.'
Brick and Mortar
UPDATE: Target Reveals Q2 and 6-month Beauty Sales Following Ulta Beauty Separation
After bringing Revlon to Nigeria, Sharon Chuter held roles at L’Oréal, LVMH and Pepsi. Her experiences inspired her to found the first Afropolitan makeup brand, as she termed it, Uoma Beauty.
News
Sharon Chuter, Founder of Uoma Beauty and Advocate for Inclusivity, Dies at 38
Lip products and prestige hair care were key sales drivers in the first half of 2025.
Skin Care
1H 2025 Beauty Sales Point to Boom Times for Value and Efficacy
Driving Beauty Innovation: Accupac’s 2024 Sustainability Report Highlights
Sponsored
Driving Beauty Innovation: Accupac’s 2024 Sustainability Report Highlights
Woman Outside Applying Sunscreen To Shoulder Creamy Foam Concept Adobe Stock 636248390
Consumers & Markets
Safety Alert: Sunscreen 'Doping' and Foam Formats Raise Red Flags
Want it all without compromising design? Discover ICONS America IML Tubes
Sponsored
Want it all without compromising design? Discover ICONS America IML Tubes
Big Kelp Flex harnesses the regenerative properties of seaweed instead to create a superabsorbent ingredient that efficiently suspends particles in mineral sunscreens.
Color Cosmetics
Goodbye, Microplastics: Beauty’s Glow-Up for a Greener Future
K-beauty brands like Medicube are dominating many top skin care trends in 2025.
Skin Care
How K-Beauty Trends Have Taken Over Skin Care: from Acne Care to PDRN
More in Brick and Mortar
Sukoshi’s rapid growth is driven by advanced skin care consultations, exclusive product launches and innovative retail concepts.
Brick and Mortar
Sukoshi Expands to NYC, Expanding Its Retail Reach in the Asian Beauty Landscape
Founded in 2018, Sukoshi's new NYC store will mark the brand’s 15th location, with plans to surpass 20 stores by the end of the year.
Aug 27th, 2025
Ulta Beauty has tapped former execs from Sephora and Amazon for its board.
Brick and Mortar
Ulta Beauty Appoints Former Sephora CEO and Amazon Executive to Board of Directors
Brok brings more than 35 years of global leadership in consumer brands and retail innovation.
Aug 21st, 2025
Want it all without compromising design? Discover ICONS America IML Tubes
Sponsored
Want it all without compromising design? Discover ICONS America IML Tubes
Why choose? Have it all with ICONS America’s IML tubes. Achieve combo soft touch, gloss & metallic finishes & 360° deco from shoulder to crimp: Tubes that look as luxurious as they feel. Made-in-America, mono material, recyclable, PCR available.
Aug 25th, 2025
As recently as November 2024, Target had touted beauty as a rare bright spot of growth for the retailer. At the time, Rick Gomez, executive vice president, chief commercial officer, Target, said, “In terms of category performance, sales and market share gains were strongest in beauty again this quarter with comparable sales growth of more than 6%.'
Brick and Mortar
UPDATE: Target Reveals Q2 and 6-month Beauty Sales Following Ulta Beauty Separation
In a joint announcement on August 14, Ulta Beauty and Target Corporation confirmed they will not renew their shop-in-shop partnership.
Aug 14th, 2025
Platforms like Amazon provide unmatched reach and convenience for early momentum.
Bath & Body
From TikTok to Checkout, Viral Beauty Brands Are Transforming the Market
From 2023 to 2025, Amazon’s share of spend among viral beauty shoppers is projected to grow from under 70% to over 75%, while traditional retailers like Ulta and Sephora experience a gradual decline.
Aug 13th, 2025
Olive Young is showcasing 66 brands, including its private labels—BioHeal, BOH, BringGreen and Colorgram—through interactive zones.
Skin Care
K-Beauty Meets Music and Culture at KCON LA 2025
Olive Young is showcasing 66 brands, including its private labels—BioHeal, BOH, BringGreen and Colorgram—through interactive zones.
Aug 4th, 2025
Costco has become a go-to beauty hub for U.S. shoppers amid economic stresses.
Fragrance/Home
Beauty on a Budget: How Consumers Are Redefining Glamor
In response to economic concerns, brands and retailers are expanding their focus on ingredient-driven, value-oriented products.
Jul 31st, 2025
The latest Boots initiative reflects growth projections in the U.K. and global market.
Fragrance/Home
Why is Boots Opening a Fragrance-only Boutique?
A global uptick in fragrance sales is reflected in U.K. market projections.
Jul 25th, 2025
Kristin Ess Hair has announced reality TV star and hairstylist Madison LeCroy as the face of its Summer 2025 Stylers Collection.
Hair Care
Ulta Beauty Expands Wellness, K-beauty and Hair Wellness with Ritual, Nutrafol and More
"Our partnership with Ulta Beauty marks an exciting milestone for Nutrafol," said Cindy Gustafson, CEO of Nutrafol.
Jul 21st, 2025
Premium beauty buyers may take longer to make a purchase, but their repeat purchase rate is up to 77% higher, with a lifetime value 143% greater than consumer brand buyers.
Digital/E-commerce
Free Global Health & Beauty Pulse Report Has Dropped: How to Access
Premium beauty buyers may take longer to make a purchase, but their repeat purchase rate is up to 77% higher.
Jul 21st, 2025
This 'high-luxury collection' will appear at Interparfums' first-ever boutique, which will be solely dedicated to the Solférino brand.
Fragrance/Home
Interparfums Launches Solférino: A New High-Luxury Fragrance Collection
This "high-luxury collection" will also appear at Interparfums' first-ever boutique.
Jul 21st, 2025
Global Cosmetic Industry
Facebook iconTwitter X icon LinkedIn iconInstagram icon
© 2025 Allured Business Media. All rights reserved.
  • Contact Us
  • Editorial Submissions
  • Advertise
  • Privacy Policy
  • Legal Terms
  • Site Map