THE RETAIL BULLETIN - The home of retail news
Department Stores
Shopping Centres & Retail Parks
Home & DIY
Health & Beauty
General Merchandise
Sports & Leisure
The Papers
Retail Solutions
Food & Drink
Birchbox enjoys record year for growth

Birchbox, the subscription beauty box brand, has reported a record year for growth in 2017 with 1.5 million beauty boxes shipped and a 63% increase in subscribers.


Birchbox enjoys record year for growth

Birchbox, the subscription beauty box brand, has reported a record year for growth in 2017 with 1.5 million beauty boxes shipped and a 63% increase in subscribers.

In addition, there was an 84% increase in net online shop sales where customers can buy the full-size products that they receive in their monthly boxes.

With 75% of the brand’s traffic coming from mobile and 65% of customers searching and shopping via mobile web, Birchbox upgraded its mobile platform in the period and introduced Facebook React software to improve speed and responsiveness for customers.

Janis Thomas, UK marketing director for Birchbox UK, said: “With over 75% of our traffic coming from mobile in 2017, our close relationship with Facebook has been key to our marketing success. We have seen massive growth in Instagram this year, to the point that it has become our second biggest channel for subscription acquisition. We have continuously tested new formats and approaches, dynamically reacting to capitalise on what works for us. We look forward to partnering with Facebook on new developments in 2018.”

During the year, the company embarked on a collaboration with the Vogue fashion magazine. Birchbox’s November subscriber box was curated by the magazine’s beauty team based on the #Vogue100 Beauty Hall Of Fame, meaning that each product was selected by Vogue beauty editors from their top 100 beauty products.

A further development included the opening of Birchbox’s first UK pop-up store on Carnaby Street in November.

Now with 150,000 subscribers, Birchbox enjoyed record online sales over the Black Friday week with self-subscription sales 93% higher than in 2016. Some 35% of the company’s revenue now comes from full-size product.

Savannah Sachs, managing director of Birchbox UK, said: “2017 was a strong year for us as a business and we’re expecting to build on that growth during 2018 with a series of improvements to our service to make sure we take personalisation to the next level.

“Our pop-up opening and great brand partnerships last year mean that our brand awareness is at an all-time high, and we’re excited to introduce even more customers to a new way of shopping for beauty this year.”

Birchbox has partnerships with over 200 brands in the UK, including the likes of Bobbi Brown, Bumble and Bumble, Benefit Cosmetics, Elemis and Caudalie.

Email this article to a friend

You need to be logged in to use this feature.

Please log in here

Subscribe For Retail News


Customer Engagement Conference 2019
Customer Engagement Conference 2019
5 June 2019
Cavendish Conference Centre, London W1
The 10th Annual Retail Customer Engagement Conference
The HR Summit 2019
The HR Summit 2019
8 October 2019
Hallam Conference Centre, London W1W 6JJ
The 11th HR Summit 2019, Hallam Conference Centre, 44 Hallam St, Marylebone, London W1W 6JJ
AI in Retail Conference 2019
AI in Retail Conference 2019
16 October 2019
Cavendish Conference Center, London W1G 9DT
Digitally native competitors and demanding customers are forcing a new perspective in retail. AI and machine learning can help you step up to the challenges; and some ‘small and beautiful’ solutions can increase your conversion rates within just a few weeks.
Omnichannel Futures Conference 2020
Omnichannel Futures Conference 2020
5 February 2020
Cavendish Conference Centre, London WG1 9DT
A truly omnichannel offering requires an understanding of customer behaviour across all shopping channels and how this should impact your overall business strategy