When Birchbox launched in 2010, the sample-sized subscription box service sent shockwaves through the entire beauty industry. The online retailer has since expanded its platform by offering full-size products on its site and adding a variety of extras to the simple subscription service.
But now Birchbox has truly one-upped itself: It opened its very first brick-and-mortar store in New York City. And much like the company itself, the store offers an entirely new shopping experience. The location is incredibly bright, light, and airy, and features more than 2,500 products from more than 250 brands, like Cynthia Rowley and Jouer. (They’re all available from the website as well.) But unlike most beauty counters, the items are organized by product rather than brand. This way, you know you’ll be looking at only the best of the best for each beauty category, from lipsticks and lip glosses to skincare and haircare.
The company also brought its digital experience into the space. Equipped with a number of large screens and iPads, the store allows shoppers to browse from all of Birchbox’s product reviews and editorial features. You can also play with a fun feature that’s like a slot machine for beauty products—tap a large screen and select your age, skin type, hair type, and style, and you’ll be given a shoppable list of products (both on the screen and for the store) that are tailored to your personal needs. And that’s not all: Birchbox is staying true to its humble subscription box beginnings by featuring a BYOB in the back of the store. No, that’s not “bring your own booze.” It’s their very own “build your own Birchbox” service, where you can pick your products to create your very own sample package in the store itself. And trust us, it’s so fun. And just like the Birchbox offered online, the products will swap out on a monthly basis.
In unique effort to appeal to its core customer base of busy women who want to look and feel great, Birchbox is also offering beauty services with a twist in the store. The salon service is limited to heat styling (so you’ll be in and out and go from frumpy to flawless in mere minutes), a makeup application is more of a touch-up, and you can get a polish change for your nails (but not a full manicure). So if you’re in a hurry and need a quick fix (that’s WAY better than touching up say, in a subway) on the way to an event or dinner, you can easily pop into Birchbox to get the help of the savvy stylists.
To check out Birchbox’s brand new store, visit 433 West Broadway in New York.