I recently fell into a You Tube rabbit hole watching blogger after blogger review beauty box subscriptions: There is Ipsy, a brand founded by You Tube sensation Michelle Phan, which sends products in a reusable makeup pouch for $10; Beauty Army allows you to choose what samples to put in your box for $12; Memebox sells boxes of full-size Korean products for between $35 and $39; Goodebox puts only sustainable, healthy items in its box for $16; at $20, curl BOX fills its box with haircare products.
My Subscription Addiction, a website that offers an up-to-date directory of subscriptions on the market, lists 123 different boxes in the beauty category alone. Before long, I got sucked into watching unboxing videos for the hundreds of other subscription services out there.
There is also a sense that the barriers to entry into subscription commerce are fairly low: All you need is a website, some marketing tools, and relationships with suppliers who want a new channel for getting products or samples to consumers. Charles von Abercron, the CEO of Glossybox, has no problem admitting that his product was inspired by Birchbox’s model.
He wanted to be among the first to bring the concept to Europe, so he launched Glossybox in 2011 in his native Germany.
And so far, his strategy has worked well: Glossybox has sold over 7 million boxes globally over the last four years.