Birchbox, the online beauty, grooming and lifestyle retail and sample site, has revealed a new global brand identity to reflect its growth and evolution. The site, which now sells 400 brands in 2,500 sku’s, also received several upgrades, such as enhanced search and personalization features.

“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 felt in so many ways we’ve grown up and our subscribers know that. We wanted the brand to convey that it’s about discovery, it’s more than beauty. It doesn’t change the relationship we have the consumer.”

The revamp comes just three years after Birchbox first tested its concept to 200 customers. It now boasts 400,000 customers in four countries. To better appeal to this vast group of customers the revamp has yielded a new Birchbox logo, bold colors and fonts and vivid lifestyle imagery across the site. The Birchbox subscription box design has also been updated to reflect the overall brand revamp.

The original logo came from the same small agency that also developed the company’s website for several thousand dollars three years ago. The new logo implements a diamond, or rather a “box turned on its side” said Katia, following the company’s name. The diamond connotes a spark, similar to the “moment of discovery” when someone receives and opens their box of Birchbox products. The company’s palette of boxes has expanded from pink and navy to also include a rich green and several neon colors, Katia said.

While beauty will remain the majority of the company’s revenues in the future, “grooming, lifestyle, food, cooking, wellness and fashion makes for selling in a more interesting, different environment.”