Birchbox opens first brick-and-mortar store

By

Sarah Ahssen

Published
Jul 16, 2014

Virtual to real. A few days ago, Birchbox, an American beauty sample delivery service, opened its first brick-and-mortar store in the Soho neighborhood of New York. Initially announced for May, the store offers more than 2,000 products and 250 brands from Caudalie to Baxter of California, to Play - products that are not organized by brand, but by category.

The first store, well connected to the internet, places the emphasis on beauty advice, and offers hair and makeup workshops (by appointment). In the section "Build your own Birchbox," customers can choose 5 products to sample and create their own box for 15 dollars.

Founded in 2010 by Katia Beauchamp and Hayley Barna, Birchbox - which acquired its French counterpart JolieBox in October 2012 - boasts 800,000 subscribers worldwide.