Birchbox CEO Katia Beauchamp says the company has shifted its strategy to look outside of the typical beauty connoisseur for growth.
Birchbox is targeting "everyday" men and women who don't necessarily prioritize a beauty- and grooming-centered lifestyle for its next chapter of growth.
"The story I always remember is going in to talk to brands and them saying you know, great idea but you're too small," Beauchamp said in an interview. "We just have a lot of other things to do, so come back when you have 10,000 subscribers." Today, Birchbox is active in six countries with more than 1 million subscribers and 500 brand partnerships including marquee names like
Ipsy's method has also paid off in subscriptions, with Ipsy now boasting 3 million active members and $500 million in total revenue, according to a company statement released in September.
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