For Yosef Martin, founder and Chief Executive Officer of Boxycharm, differentiation in the ever-evolving beauty box space, which experts believe is patronized by 3 million to 4 million women a month in the US, is all about staying “cool” under pressure.

“You’re cool if people say you’re cool, and you’re cool if you’re the trendsetter,” said Yosef, who views his Miami-based beauty subscription box company, Boxycharm, which he founded in 2013, as the cool kid on the block.

“We connect our brand partners with highly-engaged consumers and popular social influencers, and are constantly creating the cool factor around our box and the products inside it each month,” said Yosef. “My subscribers and influencers organically grow my business.”

Central to the Boxycharm concept is a marked focus on reaching millennials via the right product assortment and plenty of social media engagement. Specifically, Yosef said by stocking his box with full-sized color cosmetics from trending brands, and by focusing on building relationships with dynamic, well-connected social media personalities, he is able to generate organic engagement and millions of product views each month.

“We are creating a big influx of mentions that helps brands trend their product and their brand during their month of feature,” said Yosef, who reports that Boxycharm has more than doubled company sales every 12 months. “We work very strongly with hundreds of influencers, from top bloggers like @kathleenlights and @larlarlee, to smaller influencers who are up-and-coming with very engaged audiences.”

These days, beauty box competition is indeed stiff. Among the top players are Birchbox, who industry sources estimate has about 800,000 subscribers, and Ipsy, who reportedly has more than 1.5 million patrons, take up a large amount of market share. Sephora Play!, which launched last year, is also gaining traction, and industry sources estimate it has about 50,000 subscribers to date. According to Yosef, who admires all three models, higher stakes means better box offerings for consumers.

“It’s no longer about just putting things in a box and sending it out,” he said. “It’s a lot more competitive, and now products have to make sense for the consumer. They have to be desirable. They have to be aligned with what the consumer actually wants to receive.”

With a $21 price point—the same as Berlin-based prestige box company Glossybox, also expected to post double digit growth this year—Yosef said delivering value for the consumer is paramount. To wit, each Boxycharm box is valued at more than $100. Brand partners are a mix of indies such as Tatcha, NCLA and EvaNYC, and larger brands like Tarte, Butter London and Essie.

“Product size is an issue for the consumer,” said Yosef, who includes at least four full-sized products of the five total in the Boxycharm offering. “Also, millennials love makeup. They aren’t as interested in other categories, so we are focused on giving them as much full-sized color cosmetics as we can. We’ve done some amazing palettes.”

On the brand side, according to Yosef, value comes in the form of engagement, which he believes Boxycharm does extremely well. “I see myself as a marketing channel for brands, to get them engaged not just with subscribers but also influencers,” said Yosef. “I see the brands as my clients, just as much as the consumer.”

Yosef said he also embraces the box’s monthly rejuvenation, as it allows the brand to tell a new story every 30 days.

“We at Boxycharm reinvent the brand every month; every month there is a different theme. We’ve done mermaids, emojis, basically anything trending that people like and can connect to,” said Yosef.

Of course it hasn’t been all good news for the beauty box industry. With the advent of Birchbox’s recent employee layoffs, as well as the industry buzz that at least one top box is remaining stagnant in terms of consumer growth, it’s a more complicated landscape to be sure.

According to Yosef, however, growing within the complexities means getting the product into the right hands, namely influencers and socially active beauty lovers.

“We are doubling our numbers every month,” said Yosef, who ships out all Boxycharm products from a warehouse in Connecticut. “Some box companies may be restructuring, but that has nothing to do with the space. The space is vibrant and dynamic, and is definitely growing.”

For Yosef, staying relevant is directly tied to staying topical—especially when it comes to social media.

“I have a large social team and we are very specific about what we put out,” he said. “We treat every social media platform as a different person and we connect and engage a full experience for the subscriber.”

A self-described serial entrepreneur, Yosef is no stranger to growing a business. In 2003, he founded Merchandise Liquidators, an overstock purchasing company, and within a few years he was running a $10-million-dollar business.

In 2013, he used $500,000 of his own money to launch Boxycharm, which he said became profitable within a year, by the time he reached 25,000 subscribers.

Looking to the future, Yosef, who just launched Boxycharm Canada several months ago, is seeking new international markets, and new brand partners.

“For now I am focusing on critical mass, staying true to staying agile, and remaining entrepreneurial. We are investing in our foundation: shipping fast, having strong customer service and support growth.”

Yosef estimates he will have 100,000 subscribers by the end of the year.

“Once we get to the point of scaling the business, we will go from there. There are so many exciting things we can do.”