Birchbox Goes Brick-and-Mortar in NYC

Digital beauty subscription service Birchbox, which lets users test drive samples of high-end cosmetics for each month before settling on their favorite brands, will soon be able to connect with their customers IRL (in real life).

Co-founders and CEOs Hayley Barna and Katia Beauchamp told The New York Times that they plan to open up a brick-and-mortar store later this spring in New York City's SoHo neighborhood.

The company has organized several pop-up stores in New York in the past, setting up shop in places like Chelsea Market and Story, a retail space that has a revolving door of exhibitions similar to a gallery.   

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Related: Google May Open a Retail Store in NYC

The 4,500-square-foot space will house 2,000 products from as many as 250 brands. Customers will also be able to assemble samples to build their own Birchbox -- B.Y.O.B -- for $15. The company's online subscriber base, (800,000 and counting) have monthly boxes sent to their homes for $10.  There will also be touch screens throughout the store so customers can have access to online reviews, and a floor dedicated to how-to beauty tutorials.

For Subscribers

FOR SUBSCRIBERSAbdul El-Sayed tries to woo MAHA voters as Democrats seek inroads with RFK’s supporters

FOR SUBSCRIBERSKratom-like substances are popping up in a typically benign supplement

FOR SUBSCRIBERSGOP super PAC increases its spending for Sen. Jon Husted in tough Ohio race

FOR SUBSCRIBERSRecords reveal tumultuous marriage between slain New York Times executive and wife

FOR SUBSCRIBERSFrom clean energy warrior to ‘wall of shame,’ James Talarico reverses on a fossil fuel money pledge

FOR SUBSCRIBERSCongressional staff planned official trip with luxury stops in Italy and France weeks before election

FOR SUBSCRIBERSA harrowing ordeal aboard an Israel-bound plane

FOR SUBSCRIBERSOpenAI CEO Sam Altman to skip congressional hearing on rogue AI agents

FOR SUBSCRIBERSKey DOJ lawyers departed Trump ‘grand conspiracy’ probe amid pressure to produce, source says

FOR SUBSCRIBERSTrump’s new AI chatbot often links to a site launched under Clinton 26 years ago

FOR SUBSCRIBERSAt MAHA summit, industry CEOs the movement once vilified take the stage

FOR SUBSCRIBERSThis Paralympian has two goals: Win medals and give away $500,000 to her teammates

FOR SUBSCRIBERSCornell rape allegation spotlights stringent New York state laws that have long drawn criticism

FOR SUBSCRIBERSThe debate over AI’s future rages on both coasts

FOR SUBSCRIBERSDecades-old march dispute reignites in Northern Ireland, threatening political crisis

While Barna and Beauchamp do not expect the store to be a profit center in the near future  Beauchamp said to the Times, “we like the idea of building a store along with the business.”

Related: How Cherishing Mistakes, Being Clueless and Stress Fests Helped Birchbox's Success