Birchbox.com has unveiled Birchbox Man, a curated e-commerce site, offering men’s grooming and lifestyle products.

The online shop, at birchbox.com/men, houses more than 80 products, including accessories. Like its sister site, it will focus heavily on sampling and showcase a multi-channel “discovery commerce platform,” featuring personalized monthly box subscriptions and its own editorial content.

“With the debut of Birchbox Man, we are taking our successful, discovery shopping formula into new territory and are confident the experience will delight our new male customers and provide a great gift option for our female subscribers,” said Katia Beauchamp, co-founder of Birchbox.

Birchbox Man subscribers will receive about five deluxe grooming and lifestyle samples for $20 each month. Among the featured brands: Billy Jealousy, Costume National, Kérastase and Kiehl’s.

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