Birchbox, with 45K paying customers, raises US$10.5M

Source: TechCrunch, Aug 2011

Birchbox, a startup that serves as a makeup discovery retail platform, has raised $10.5 million in Series A round of funding

Birchbox has adopted a subscription, box of the month model where members receive curated makeup and beauty products. Each month, users receive at least four premium samples of cosmetics, shipped to their homes from over 80 high end beauty retailers like Kiehl’s, Laura Mercier, Smashbox, Nars and Cargo.

One of the unique aspects of Birchbox is that it offers a personalized suite of products each month that are customized to users’ preferences and profiles. Each users fills out a beauty survey, and creates a profile, which is then used to curate picks for each individual customer.

Birchbox, which was founded by Harvard Business School grads Hayley Barna and Katia Beauchamp,launched nearly a year ago and already has a subscriber base of 45,000 customers (all of whom are paying up to $10 per month for a box or $110 for a year). Subscribers are up 50 percent month-over-month

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