So you may have heard the news that US beauty box giants Birchbox have acquired Joliebox UK. Beauty boxes are interesting to me, the concept, the battle for the market and the future of them is very compelling. I’ve reviewed Glossybox and Joliebox (previously Boudoir Prive) each month alongside some that fell along the wayside (here’s looking at you Feel Unique, Carmine) and I’m in a pretty unique position. I’m a consumer, a reviewer, and I know exactly what you guys like and dislike each month thanks to your tweets and comments, but I have also had a peek into the logistics and strategies of the boxes and companies themselves. I understand (and often share) a lot of the frustrations and wishes customers have when it comes to these services, but having had a glimpse into the day to day running of the boxes and the difficulties such a task throws up, I can see why they can’t always deliver what we want.
Birchbox coming to the UK will undoubtedly shake up the market, they have a huge team in the US that other boxes simply may not be able to compete with, and it will be interesting to see how this plays out. After meeting them at their press junket it seems they want to keep the feel of Joliebox UK and have even adopted certain elements like the magazine, but they do want the branding to change and are keen to really customise the boxes and create a huge e-commerce presence and social media experience. I’ve shown the contents of a Birchbox, a Joliebox from France and a UK Joliebox and talked a little bit more about what this might mean in the video below – enjoy!