Birchbox Launches in the UK

Beauty subscription and e-commerce service Birchbox is launching in the U.K. U.K. consumers can begin shopping at on January 10, and the first U.K. Birchboxes will ship January 16.

Birchbox has built a following in the U.S. with its customized “try, learn, buy” model. The brand’s approach is more than just demand-generation—it goes deeper to satisfy the tastes of discerning consumers looking to find hot new trends, up-and-coming brands and access to exclusive events and insider tips.

Every month, Birchbox U.K. members will receive a personalized box filled with a curated selection of beauty and lifestyle treats, including makeup, skin care, hair care and lifestyle extras. January Birchbox offerings include products from brands such as Fresh, KMS, Wei, Wild, Tea Pigs, Taaj, Révérence de Bastien and I Coloniali.

Customers will have the opportunity to discover products from Birchbox’s 400 global brand partners in subsequent boxes. The global lifestyle brand’s robust retail platform includes top prestige beauty and lifestyle brands, such as Laura Mercier, Kiehl’s, Benefit, Stila and Yves Saint Laurent, and allows consumers to buy full-sized versions of the products they love.

“The Birchbox experience goes far beyond the box,” said Katia Beauchamp, co-founder and co-CEO of Birchbox. “We use technology to provide consumers with a customized, discovery experience. It deepens their engagement with brands and products, pairing a real world product trial with rich editorial content and a robust e-commerce shop so they can easily transact. We are dedicated to the delight of discovery and working with our brand partners to achieve their goals.”

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