Enchanting Elegance: Discover the Magic of Beauty Subscription Services
- Himanshu Patni
- June 29, 2023
- BLOG, HEALTHCARE
- Beauty subscription services, Beauty subscription services Analysis, Beauty subscription services Growth, Beauty subscription services Outlook, Beauty subscription services Share, Beauty subscription services Size, Beauty subscription services Trends
- 0 Comments
Beauty subscription services
The beauty of subscription boxes is that the people who receive them are already interested in your product. As a subscriber, you can be sure that your products will go straight to users you know will love them. This makes the beauty subscription box a great way for your business to find new customers and receive new orders from around the world. Besides being great for advertising, being featured in beauty subscription boxes is also a great way to make more noise on social media.
Therefore, being part of the surprise package will increase the enthusiasm around your brand and also encourage more and more users to share their experiences on their social networks.
History of beauty subscription services
The beauty subscription industry may sound new, but it’s been around for more than a decade. In 2010, Birchbox founded one of the first modern beauty box registrars, if not the first. It all started with a partnership between two self-proclaimed “non-beautiful people”, Hayley Barna and Katia Beauchamp, who have struggled to navigate the beauty industry.
Barna and Beauchamp met in business school and felt that everyone, not just beauty gurus, should be able to easily find the best products. Birchbox subscribers can use 3, 6, or 12-month subscriptions with different payment tiers. Glossybox was launched a year later, focusing on developing premium brands. Founded in Berlin by Charles von Abercron, Glossybox is dedicated to providing customers with access to luxury beauty models and exclusive brands.
Evolution of beauty subscription services
The subscription e-commerce market for beauty sets has grown into a $2.6 billion industry. Birchbox was the first to launch and continues to maintain the highest level of brand awareness. Other competitors such as Ipsy and Glossybox have achieved comparable reputations. Beauty retailers and publications have also gained market share, with brands like Allure, Sephora, Target, and Walmart launching their versions.
- Encounter changing consumer needs: As beauty boxes grow, so do consumers. With beauty lovers becoming more and more conscious of the products they use, the products in their range need to reflect their true values
- Catering to Underrepresented Communities: The beauty industry has long neglected people of color. This created a demand for beauty boxes containing products intended for black and brown consumers, such as Cocotique, CurlBox, and The Beem Box. These boxes not only provide us with products that match the diverse skin tones and hair textures, but they also help increase visibility for BIPOC-owned brands
- Offering unique international products: It is interesting to learn more about beauty products from other countries. And luckily, the beauty box has made international products more accessible. For example, Bomibox delivers the best K-beauty products right to your door. Nomakenolife has become one of the leading beauty box brands in Japan and Korea. And Oui Please allows us to experience the magic of French beauty
- Collaborations: Beauty collaborations have always generated hype, and registered brands have experimented with this approach to attract new customers. In 2021, Glossybox launched a limited edition collaboration box with Bumble and Bumble. That same year, Birchbox partnered with BrownGirlJane to create a health-focused box featuring black-owned brands
Subscription Model Benefits
The global subscription box market is expected to reach $65 billion by 2027, thanks to the growth of the e-commerce industry. Subscription models have many benefits for consumers and merchants, increasing convenience for both parties and increasing opportunities. When implemented properly, this model can be very effective.
Benefits for buyers:
Benefits for the seller:
Beauty Box Key Stats
What is the state of the industry? According to the State of Subscription Business Report, the beauty subscription box industry is experiencing the following:
- In 2020, registered beauty brands increased average order value (AOV) by 20%
- In the same year, the industry recorded a 29% increase in customer lifetime value (LTV)
- Subscribers increased by 120%
The future of beauty subscription services
Since its launch, Birchbox has expanded internationally, opening a physical space in SoHo, growing to offer more than 800 brands online, and developing in-house cosmetic and skincare lines, named LOC and Arrow respectively. (The company also just raised $15 million in a recent bridging funding round.) The future of beauty subscription services include: natural beauty subscription box, grooming box for men, box for nail addicts, and options for women with natural hair.
Conclusion
In a world with so many ways to buy beauty products. For People who love beauty, there’s always something magical about getting products at the doorstep each month. Between 2015 and 2020, total subscription box sales from brands like Birchbox, BoxyCharm, FabFitFun, GlossyBox, and Ipsy have more than quadrupled. There are also 85.4 million views on the TikTok hashtag #beautybox, proving that beauty boxes are still causing a stir among Gen Z and Millennials.
The beauty subscription box industry has come a long way since 2010 and there’s even more room for innovation. Still, it’s interesting to see companies working on a box for every need.
Author: Dipanshi Singh
