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Published
Jun 5, 2013
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JolieBox becomes Birchbox

Published
Jun 5, 2013

PARIS, France - JolieBox is now officially Birchbox, following a recent rebranding effort that comes 10 months after the French company was bought by the American monthly beauty box subscription experts. The first lot of rebranded Birchboxes are to be sent out shortly, allowing customers to benefit from a repertoire of over 400 beauty brands. “We have always had a very global approach to beauty so the name change was the next logical step in our development,” says Katia Beauchamp who founded Birchbox in 2010 with Hayley Barna.

June's Birchbox features one of four Color Club nail colours specially created to represent the USA, France, the UK and Spain | Source: Birchbox


Birchbox acquired Paris-based JolieBox last September, gaining business units not only in France but in the UK and Spain as well (Boudoir Privé and Glamoroum respectively). Each month, the company sends personalized boxes of beauty samples to 400,000 subscribers across the world, offering a real multi-channel experience, with rich editorial content and a well-stocked e-shop to complement its beauty box service.

For the company, expansion is based on the ‘think globally, act locally’ theory. “The JolieBox team will continue to run Birchbox in France. We have a dedicated local team that look after sales, editorial, marketing, design, client services and even more. It is crucial that our talented team stays with us and grows,” continued Katia Beauchamp.

The company employs 150 people and is head-quartered in New York with offices in London, Paris and Madrid. Its European teams are headed by Quentin Vacher, a JolieBox co-founder and managing director of Birchbox Europe.

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