Birchbox Goes Global Through Acquisition

The online beauty sample site is expanding its services abroad.

Birchbox's Web site.

Birchbox, best known as an online beauty sample site, is expanding its services abroad.

The company has acquired the Paris-based JolieBox, which like Birchbox has built its business though a monthly subscription service for beauty product samples and an e-commerce site.

Birchbox’s cofounder Katia Beauchamp said the company began talks with JolieBox this summer, and that the acquisition will give Birchbox swift entry into Europe, as JolieBox has business units in France, Spain and the U.K. “The service speaks to customers and brands globally,” said Beauchamp, referring to the reasons for the acquisition. The two sites also carry similar brands. Long-term plans call for Birchbox to fully integrate the acquired site, and immediate plans call for JolieBox to be described as a Birchbox company, said Beauchamp.

She added that JolieBox recently launched e-commerce, and that it is an area that Birchbox is eagerly looking to build for the acquired business.

Birchbox, which aims to introduce its members to new brands with samples and editorials, plans to borrow from JolieBox as well. Beauchamp said JolieBox includes a mini magazine in each box of products, and that Birchbox took a similar approach in September for fashion week.

As to whether more acquisitions are likely, Beauchamp said Birchbox plans to expand its business in more countries. She said, “We expect to be a global company.”