Right before the pandemic hit in March 2020, BoxyCharm launched its very first full branded take-back box with Fenty Beauty. Fast forward to almost a year and a half later, and he kicked off his second with Anastasia Beverly Hills as he bets on returning to glam.

The online beauty box retailer this month kicked off its full Anastasia Beverly Hills Beauty Box buyout for its $ 35 premium box, offering the brand’s colorful Novina makeup palette, Moisturizing Oil, among other products. , liquid lipstick and eyebrow defining. The launch comes as brands see makeup rebounding with the lifting of mask mandates and the return to in-person events. BoxyCharm’s # 1 business category in Q1 2021 was skin care, but this shifted to makeup in Q2.

“I really see people who want to have a whole new routine for the summer,” said Claudia Soare, CEO of Anastasia Beverly Hills. Previously, “people didn’t buy a lot of lips – that kind of category died as a category during the pandemic,” she said. “Even the foundation was a little harder because it fades and smears on your mask.”

Kristy Westrup, Vice President of Merchandising and Consumer Information at BoxyCharm, said: “We clearly see in our consumer information a shift towards glamor. During Covid-19, we certainly saw a slight drop in makeup overall – mostly lips for some obvious reason and a slight increase in skin care. But we always stayed pretty consistent with eye shadows, eyebrows, foundation products, ”she said. The e-merchant has increased its skin care and wellness offerings during the pandemic. But in the past 2-3 months, BoxyCharm has seen a return in demand for lip products, as well as an increase in other makeup categories such as eyebrows. The company declined to share specific sales figures.

“We really focus on strong colors: strong eyelashes, strong lips,” Westrup said. “The eyebrows have also been extremely hot for us, and they continue to be one of the top sellers.”

This is the first time the company has added Anastasia Beverly Hills to its boxes. During the pandemic, more and more beauty brands became interested in brand discovery opportunities for subscription box partnerships.

“It’s a great way for us to reach new customers,” Soare said. “There are a lot of customers who might say, ‘Oh, I dunno, I’ve never tried their brand before,’ but subscription boxes encourage people to ‘take a chance’ on new brands.

Before the pandemic, some brands of beauty subscription boxes were experiencing a decline. Birchbox laid off 25% of its staff in February 2020. But subscription boxes saw a slight increase in interest of consumers and brands due to the e-commerce boom of the pandemic.

“There has been a shift to our business model because we have given brands the opportunity to put their products in the hands of millions of people to test and try them out. [Otherwise,] they couldn’t do that. They couldn’t fit into a Sephora, ”Westrup said.

The pandemic has also helped position the company as a “marketing powerhouse” for brands during the pandemic, she said. This marketing opportunity means exposure to BoxyCharm’s strong network of influencers who promote the boxes, which has included Kylie Jenner for almost two years now. For the Anastasia Beverly Hills box, he added Kim Kardashian to promote BoxyCharm on Instagram for the first time.

BoxyCharm also tapped into viral trends from TikTok and Gen Z influencers. This month’s box was featured in videos by TikTok makeup star Abby Roberts, who made a short video for TikTok and Reels. showing the “smoky lip»Trend, and influencer« GlamwithSuzan », who made the multicolored eyeshadow hack.

In addition to celebrity promotions, BoxyCharm also bets on user-generated social content. “The way that Boxy Charm sets itself apart from everyone else is that our ‘charmers’ are almost micro-influencers,” Westrup said, referring to the company’s followers. “They see themselves as influencers and they are extremely active socially. “

Ipsy is also known for its connection with Kardashian, which acquired BoxyCharm in October 2020. The companies remain “competitors,” operating separately under parent company BFA Industries, and operations are “business as usual,” Westrup said. “We strive to ensure that Ipsy retains its basic DNA and that Boxy retains its basic DNA. While Ipsy stays at a lower price point and tends to offer luxury samples, BoxyCharm is known for its oversized products for just over double the price of Ipsy.

BoxyCharm’s second brand buyout will not be the last. “It’s a very successful business model for us,” Westrup said. “You will see more rework boxes in the future of Boxy.”

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