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Case Details |
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Case Code: BSTR533
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| Case Length: 7 Pages |
| Period: 2010-2017 |
| Pub Date: 2018 |
| Teaching Note:Available |
| Price:Rs.200 |
| Organization :Birchbox Inc. |
| Industry :Beauty and Personal care, e-commerce |
| Countries : USA |
| Themes: |
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Birchbox (B) |
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INTRODUCTION |
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In August 2016, Birchbox, a cash-strapped New-York based beauty products subscription start-up, received a much needed $15 million through round C of funding from its existing investors – First Round Capital, Accel Partners, and Viking Global Investors . Birchbox had just finished with its second round of lay-offs, triggered by its attempt to achieve profitability.
Birchbox was founded in 2010 by Hayley Barna (Barna) and Katia Beauchamp (Beauchamp) when they met at Harvard Business School . The idea was to enable consumers to discover great products conveniently. The concept was popularized as discovery retailing. Birchbox sold curated monthly boxes containing five beauty samples (Skin Care, Hair Care, Make-up, Body Care, and Fragrance) for a fee of $10 a month
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