Birchbox goes global with Joliebox acquisition


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Cosmetics sampling specialist Birchbox has taken strides to increase its global footprint with the acquisition of Paris-based Joliebox.

Birchbox is a US-based discovery commerce company relying on the growing cosmetics trend of subscription sampling and the acquisition expands its footprint, distribution and partnerships, while establishing the company in global markets.

Sampling trend

Subscription sampling better connects the consumer to a particular brand, enabling the sampler to find what product really works for them while offering both established and up-and-coming brands the opportunity to reach potential buyers.

With sampling companies, consumers generally fill in a profile form and pay a subscription fee each month to receive a box of deluxe cosmetic samples that match their skin tone or hair type for example, whilst also having access to reviews and feedback on tried and tested products with some sites even offering point schemes.

"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."

International expansion

Birchbox's retail platform, which started with personalized monthly beauty sample subscription boxes, now also features a handpicked online shop and expert editorial content.

The hope is that the JolieBox acquisition and its business units in France, Spain and the UK 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."

Birchbox's trademark "try, learn, buy" approach to retail has proven successful for more than just beauty retail. The company debuted a new men's vertical, featuring grooming and lifestyle products, earlier this year.

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