After acquiring its French competitor JolieBox last month, Birchbox announced a new partnership today with Gwyneth Paltrow’s lifestyle site, Goop. The limited edition box, which will be sent out to subscribers this October, will be curated by the team at Goop. Since the box comes with sample-size products, Birchbox will also be offering a special edition online store where users can buy the full size item.
In a press release, Birchbox cofounder Katia Beachamp said:
goop.com is one of our favorite destinations for the best insider tips and finds from around the world. At Birchbox, we are constantly sharing the latest and greatest beauty and lifestyle products, trends and tricks with our customers. Partnering with a brand known for its timeless elegance, savvy recommendations, and knockout style is sure to delight our customers.
Someone has a girl crush on Gwyneth Paltrow.
We get why Birchbox would want to partner with Goop; Ms. Paltrow’s name alone is enough to lend legitimacy to the growing startup. But what’s in it for Goop? Perhaps reaching out to a younger set of beauty-obsessed women? A spokesperson for Birchbox declined to discuss the details of the partnership.