Bellabox

About

Bellabox operates a mailed monthly beauty-samples subscription box and online store that provides logistics, data-driven customer targeting, and marketing/sales channels for beauty brands, integrating publishers and advertisers.

Mission

Bellabox is a beauty subscription site that curates and ships monthly boxes of beauty samples to members. Founded in October 2011 by sisters Sarah and Emily Hamilton, the company claims 70% market share in Australia and has 40,000 monthly members in Australia and Singapore. The startup reports 12% month-over-month subscriber growth. Bellabox emphasizes market research, customization and data-driven targeting to differentiate from traditional sampling services. Management says it will use new capital to expand service offerings, improve market research, hire staff and enter new Asia Pacific markets. The company also aims to integrate with publishers and advertisers to drive a ""discover and then buy"" e-commerce experience for beauty brands. Bellabox operates a mailed monthly beauty-samples subscription box and an accompanying online store. The company positions itself as a marketing and sales service for brands, using its subscription boxes and online channel rather than branding as a traditional beauty company. Co-founder and CEO Sarah Hamilton describes the business as primarily logistics, marketing and related services. Bellabox grew its subscriber base from an initial 350 to over 100,000. To fund that growth the company raised $1.3 million in expansion capital at the beginning of 2013 from a range of investors. The company framed not spending the $1.3M quickly as a beneficial mistake.

Quick Facts