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Birchbox reaches profitability, launches new TV campaign

Dive Brief:

  • Following a record customer acquisition month in December and continued best-ever growth in Q1, Birchbox is now profitable, the beauty subscription startup told Retail Dive in an email.
  • Birchbox this week opened a brick-and-mortar store in Paris, which joins its flagship New York location. The company now has more than 1 million subscribers globally and 4 million customers total, noting that its brick-and-mortar customers have a lifetime value three times higher than its e-commerce-only customers.
  • Birchbox is also rolling out a series of new initiatives, including a beta launch of a subscription design dubbed “Birchbox Select” that allows for more customization in monthly boxes as well as a new TV advertising campaign premiering this week.

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