Beauty Store Business magazine - January, 2020

Birchbox Man Debuts

Courtesy of Birchbox

Discovery commerce company Birchbox has launched Birchbox Man, which will feature mens-grooming and lifestyle products. Like the original Birchbox women's offerings, Birchbox Man is built on the company's multichannel discovery commerce platform: a handpicked online shop, personalized monthly box subscriptions and informative editorial content, says the company.

"We created Birchbox as a new way for consumers to learn about and test out new products based on their individual taste and preferences," said Katia Beauchamp, co-founder of Birchbox. "With the debut of Birchbox Man, we are taking our successful discovery shopping formula into new territory and are confident the experience will delight our new male customers and provide a great gift option for our female subscribers."

Birchbox Man subscribers receive from four to five handpicked deluxe samples and products, from shave gel to stylish socks, for $20 each month. At launch, the brand has partnered with established and niche brands, including Billy Jealousy, Costume National, Kérastase and Kiehl's.

Also available is the company’s Birchbox Man online shop, which features more than 80 products as of the launch. Its offerings range from RumbaTime watches and Marvis toothpaste to Anthony Logistics for Men deodorant and Kérastase Pâte Capital Force, to Field Notes notebooks and BAGGU backpacks and duck bags. A dedicated Birchbox Man content team produces editorial—from how-to videos to product spotlights that allow subscribers to explore trends and learn more about the items they sample.

Birchbox, which launched in 2010, has built a monthly subscriber base of more than 100,000, growing at a monthly rate of more than 20% over the past year. Forty percent of its subscribers have gone on to purchase full-size products from the Birchbox online shop within their first year as a sample subscriber. Additionally, more than 200 brand partners have teamed up with the company. The brand prides itself in offering consumers a personalized way to discover, sample, shop and learn about beauty and lifestyle products and brands.

[Image: Courtesy of Birchbox]