Birchbox starts new chapter with new global brand identity

Beauty boxes have revolutionized how consumers shop for beauty products, providing sensory elements to online shopping that was not present in the traditional retail format and this has continued to drive e-commerce.

The concept is that boxes are filled with samples delivered to your door for a small subscription fee, giving consumers the chance to try different brands and products in sample sizes before writing reviews online and deciding if they will purchase the full size product on the internet.

Next steps​

It is seen as the first step in engaging the consumer, and having positioned itself well in the market, Birchbox is now concentrating on evolving its business, along with new site improvements to further fortify its discovery platform and e-commerce offering.

 “Our vision from day one was to revolutionize the shopping experience by creating a discovery retail platform that provides consumers with the content and experiences needed to make informed, value-oriented purchasing decisions,”​ said Katia Beauchamp, co-CEO and co-founder, Birchbox.

“We set out to build a brand identity that reflects the 360 degree Birchbox experience, our brand personality and discovery retail vision, and couldn’t be more thrilled to continue growing Birchbox with our new look and feel.”​

The initiative has seen a new logo and imagery across the site, Birchbox.com, and the subscription box design has also been updated to reflect the overall brand revamp.

Lifestyle brand​

There is no longer a pink font logo for women and a blue font logo for men. The company's new logo, which no longer sports the big square either, is simply the brand name in capitals followed by a small diamond symbol. Women's boxes sport a white font, men's a black font.

The idea behind this is to create Birchbox as a lifestyle brand, rather than just a beauty box.

There have also been stylistic changes made to its site experience, including more personalization, an improved search function, and a favorites feature.

In three years, Birchbox has gone from testing the beauty box concept in 2010 with a group of 200 customers to today serving more than 400,000 in four countries, with full lines of women’s beauty and men’s grooming boxes.