Male Grooming Products Arrive in the Mail

Posted on April 11, 2012 @ 10:34 am

Birchbox, which hit the market running with its model of mailing beauty samples to women consumers on a subscription basis, has now launched Birchbox Man, a new vertical featuring the best men’s grooming and lifestyle products. Like the original Birchbox women’s offering, Birchbox Man is built on the company’s multi-channel discovery commerce platform: a handpicked online shop, personalized monthly box subscriptions, and fun, informative editorial content.

“We created Birchbox as a new way for consumers to learn about and test out new products based on their individual taste and preferences,” said Katia Beauchamp, co-founder of Birchbox. “With the debut of Birchbox Man, we are taking our successful discovery shopping formula into new territory and are confident the experience will delight our new male customers and provide a great gift option for our female subscribers.”

In less than two years, Birchbox has expanded its footprint and quickly grown its retail business. The brand has built a monthly subscriber base of more than 100,000, growing at a monthly rate of more than 20% over the past year. A testament to the impact of successful sampling, 40% of Birchbox’s subscribers have gone on to purchase full-sized products from the Birchbox online shop within their first year as a subscriber. Additionally, more than 200 brand partners have teamed up with Birchbox, gaining a personal invitation into consumers’ homes month after month.

From shave gel to stylish socks, Birchbox Man subscribers will receive 4-5 hand-picked deluxe samples and products from top grooming and lifestyle brands for $20 each month. At launch, Birchbox has partnered with established and niche brands – including Billy Jealousy, Costume National, Kérastase and Kiehl’s.

The company has also unveiled the highly selective Birchbox Man online shop. Featuring more than 80 products at launch, the store’s offerings range from RumbaTime watches and Marvis toothpaste to Anthony Logistics for Men deodorant and Kérastase Pâte Capital Paste, to Field Notes notebooks and BAGGU backpacks and duck bags.

Beyond the box and shop, a dedicated Birchbox Man content team will produce editorial from how-to videos to product spotlights for subscribers to explore the trends and learn more about the items they sample each month.