Call it beauty by subscription.
For the monthly fee of $10 for women and $20 for men, Birchbox is offering its customers a curated package of personalized beauty and grooming products by home delivery.
Beauty boxes have become a consumer trend in the past few years. Research reported by the NPD Group finds that trial is the primary factor in behavioral changes about beauty and new product purchases.
While there are other beauty box companies, Birchbox's samples and business savvy are set apart by the enterprise's similarities to its namesake—birch trees, said the company's co-founder Katia Beauchamp.
"Birch trees are classic and modern, and grow better together as a family," said Beauchamp.
And growth is exactly what Birchbox is aiming for. Nearly four years since the company launched online, the beauty subscription e-commerce pioneer has gathered over 800,000 subscribers worldwide, spread throughout Europe and the U.S. The company recently announced plans to launch in Canada.