Beauty boxes, once a popular subscription service in the 2010s, enjoyed a period of widespread popularity. However, their reign was short-lived, as many subscribers quickly cancelled their subscriptions. A 2017 study by Kantar WorldPanel highlighted this trend, revealing that 78.2% of former beauty box subscribers had terminated their memberships. A subsequent survey conducted between 2019 and 2020 by the specialized website Touteslesbox revealed a similar pattern: a significant majority (65.2%) of subscribers cancelled their subscriptions within six months. The reasons behind this sudden decline in popularity were multifaceted, with one primary concern being the inclusion of predominantly miniature-sized skincare and makeup products, sometimes even samples. This often led to disappointment upon receiving the box.
However, beauty boxes, both with and without subscriptions, are experiencing a resurgence. Social media platforms play a crucial role in this renewed popularity. Often presented as mini advent calendars, beauty boxes are the subject of numerous “unwrap” videos, showcasing the entire contents of each box. These videos serve as a valuable tool for reassuring potential customers.
Several brands have emerged as frontrunners in this revival. Notably, LookFantastic offers a compelling subscription model with a fixed price of €20 per month, guaranteeing that each box contains exclusively handpicked new products valued at nearly five times the subscription cost. The brand has also introduced “Mystery Boxes,” available without a subscription, which embrace the element of surprise. The contents are only revealed upon opening the box, ensuring a truly delightful experience. The only guarantee is that the value of the skincare products within the box always exceeds the advertised price, promising a positive surprise. Another seasonal innovation that has generated buzz on TikTok is the “Beauty Egg,” a perfect Easter treat. These eggs feature a selection of top-tier brands, including Anastasia Beverly Hills, Caudalie, Elemis, and Sol de Janeiro.
Several other innovative beauty boxes have also garnered a loyal following on social media. The “Sephora Favorites” boxes, as their name suggests, offer a curated selection of must-try beauty products based on specific themes. These boxes cater to diverse preferences, with themes like “Best of 2023” (featuring top-performing products from the previous year), “Beauty has no age” (featuring an assortment of anti-aging skincare), and “define your hair routine” (featuring essential hair care products). This theme-based approach is also adopted by multi-brand platforms such as Cult Beauty, which curate boxes containing only the most sought-after brands of the moment. Some of the featured brands include Ouai, Olaplex, Oribe, Ole Henriksen, Supergoop!, and Lanolips, offering a playful way to sample trending beauty products at more affordable prices.
Here are five beauty boxes that are truly worth considering:
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Editions Icons Beaute:
This box is beloved for its consistent inclusion of top-tier brands. Each month, you can expect to discover cult-favorite products like Elemis marine collagen cream, Sol de Janeiro Bum Bum body cream, La Roche-Posay mattifying sunscreen, Lancome Advanced Genifique Youth Activating serum, and NARS Afterglow liquid blush. It’s a treasure trove of bestsellers waiting to be explored.*
Sephora Favorites:
This box caters to diverse skincare needs and preferences. Each box is centered around a specific theme, offering a comprehensive routine for addressing various concerns. One popular option is the “Beauty Has No Age” box, which provides a complete anti-aging regimen, featuring some of the market’s most effective products.*
Cult Beauty:
This box features a rotating selection of cult-favorite brands, offering a curated selection of the most popular products at the moment. It’s an excellent opportunity to sample coveted brands and products at more accessible prices.*
Blissim:
This box stands out for its customization options, allowing you to personalize your selection based on your skin type and preferences. Each box includes a mix of miniature and full-sized products, providing a well-rounded experience.*
Mamabox:
This box caters to expectant mothers and new moms, offering a practical solution for their specific needs. It features essential items for both the mother and the newborn, including diapers, cotton pads, and skincare products.The resurgence of beauty boxes is a testament to the enduring appeal of curated experiences and personalized selections. With a focus on quality, value, and innovative concepts, these boxes offer an engaging way to discover new beauty products and enhance your skincare routine.
