Today, I went to the Birchbox Store, a.k.a. beauty heaven. Its the first store from Birchbox, an ecommerce company that sends you deluxe-size samples of high-end beauty products every month. The bright, modern space just opened in Manhattan’s Soho neighborhood on July 11. Check it out:
The full-size products are organized by category, not by brand. This display strategy is handy if you are looking for a particular product, say a BB cream, but want to compare different brands. The store also has a Try Bar, where you can spritz, swipe, and try everything. Feel free to go nuts! iPads throughout the store are loaded with reviews and videos to help you navigate and make sense of it all.
For $15, you can also b.y.o.b.: build your own Birchbox. You pick one sample-size goody from each of five categories: Body and Nails, Skin Care, Fragrance, Hair, and Makeup. Here’s mine:
I got Supergoop! Daily Correct SPF 35 CC Cream, Macadamia Natural Oil Healing Oil Treatment for hair, Egyptian Magic All-Purpose Skin Cream, Caudalie S.O.S Morning Eye Rescue, and Atelier Cologne Orange Sanguine Cologne Absolue.
Manicure and hair styling stations are located downstairs. The store offers nail art, manicure polish changes, makeup application, and hair styling services.
It also offers group classes which are free to Birchbox subscribers, and $30 for the rest of us. A recent offering was Learn How to Contour, and How to Master a Colorful Eye is coming up on July 30. I definitely plan to try a class: it sounds like such a blast!
Birchbox first launched in September, 2010. A month later, I interviewed founders Katia Beauchamp and Hayley Barna for Daily Glow, now EverydayHealth Beauty. The Harvard Business School grads told me that Birchbox is like “your best friend who is a beauty editor,” like Barna’s friend Mollie Chen, a former beauty and travel editor at publishing powerhouse Conde Nast. Chen is now editorial director at Birchbox.
Since then, they have launched Birchbox Man (most guys could use a little sprucing up!), and gone international with the acquisition of France-based JolieBox. Not bad at all, ladies!
Do you subscribe to Birchbox or a similar service such as Glossybox? Will you check out the Birchbox Store?