Birchbox can now call itself a global company.
New York-based online beauty, grooming and lifestyle sampling site announced
Thursday it had acquired Paris-based JolieBox. The deal
extends Birchbox’s current brand partners to more than 400 internationally and
brings it into France, Spain and the U.K., where JolieBox has business units.
“Our plan was always to be global from the onset; Birchbox
was a global idea. The question was when and how,” said Katia Beauchamp, co-founder of
Birchbox. “There’s a lot of
serendipity around JolieBox. They share vision and value in creating a service.
We knew we would be able to create” one global brand together, Katia said,
adding that the U.K. would be a region of immediate focus.
JolieBox launched just over a year ago, eight months
following Birchbox’s launch. Some immediate synergies include global content
for Birchbox, as well as global brands for consumers, such as Auriège Paris,
Algoane Paris, Bebe Biafine, Bourjois Paris and Topicrem.
Details of the acquisition were not disclosed. JolieBox will
now be known as “a Birchbox Company” in branding.
Birchbox started as a personalized monthly beauty sample
subscription box site and now features an online shop and editorial content.