bellabox is a beauty subscription service and online store. Established in 2011, bellabox is Asia-Pacific’s market leading beauty box that is delivered to more than 40,000 subscribers each month. bellabox features cosmetics, skincare, fragrances and accessories. For just $15 per month, subscribers enjoy an individualised beauty box tailored to their skin, hair type and personal preferences. “It’s truly affordable luxury,” says co-founder Sarah Hamilton.
In 2011, Sarah co-founded bellabox with her twin sister Emily Hamilton. Sarah runs operations from Melbourne and Emily is based in Singapore. Since its inception, bellabox has attracted a wide range of members and has recorded double-digit growth quarter-on-quarter. Fundamental to its “super-engaged” relationship with members is in-depth information about each client’s beauty and lifestyle preferences. bellabox has more than 100,000 Facebook followers and 20,000 Instagrammers. bellabox has been featured in Mashable, BRW, SmartCompany and SMH. Its cult products are a regular feature in fashion and beauty media and monthly boxes are known to sell out right after release.
Initially self-funded, the bellabox model understands the power of e-commerce in the social media age, where customer interaction and engagement through social media is a fundamental part of the customer experience. “We are always in conversation with our customers, they love beauty and they love talking about it,” says Sarah. “It’s also a big part of what sets us apart from similar services.”
With such a strong subscriber list, bellabox has been able to collaborate with the best beauty brands in the world, from market leaders Lancôme, Estée Lauder and L'Oréal through to cult brands including Bobbi Brown, Benefit and ModelCo. bellaboxes are “boxed” locally and sent out in signature aqua trimmed boxes around the world. In 2014, Fairfax Media (ASX:FXJ) purchased a major stake in bellabox.