Birchbox’s Out of the Box Digital Strategy

Edited by Jon Harari.

David Kaplowitz, Chief of Staff at Birchbox, gave a great presentation about Birchbox’s out-of-the-box digital business strategies while sharing the history of the company, its growth, transitions and the success while being our guest speaker on Monday, October 26th 2015 at Baruch College.


Birchbox was established in September 2010 by Katia Beauchamp and Hayley Barna, both graduates of Harvard Business School.  When Ms. Beauchamp and Ms. Barna first met, they had wildly different approaches to beauty. Ms. Barna was a self­-proclaimed novice, while Ms. Beauchamp considered herself a connoisseur. But they agreed on one thing, shopping for beauty products was frustrating, inefficient, and confusing. Birchbox was born at a time of the rise of the internet and an itch to create a better way to shop for beauty products. The company’s main goal is to help consumers cut through the clutter of the retail world to find products that work for them.


Birchbox’s business model is that of an online, monthly subscription service that sends its subscribers a box of four to five selected samples of makeup, or other beauty related products. These products include skincare items, perfumes, organic based products and various other cosmetics.

Birchbox is headquartered in New York City, with operations in the United Kingdom, France, Spain, Canada, and Belgium.  Birchbox has over a million subscribers, including both women and men, and more than 800 brand partners.  After subscribing, the customer takes a survey called a “beauty profile” that aims to customize their future selections to better suit their preferences.

Mr. Kaplowitz also gave the class the opportunity to visit Birchbox’s headquarters  offices and see the behind-the-scenes of their offices.


This is what a Birchbox looks like when you open the box.


Written by Pepy Panagiotopoulou and George Okafor-Mbah, students in Jon Harari’s class