Birchbox, the New York City-based startup that tipped off the subscription services craze launched an testosterone-approved new vertical today: Birchbox Man. Like the OG lady Birchbox, the men’s version will combine a personalized subscription box with four to five samples a month (except shave gel and stylish socks instead of lip stain and bronzer), along with a “handpicked” online shop and magazine-y editorial content. “Winter is over and it’s time to emerge from your man cave,” reads the intro for a manly-sounding section called Great Outdoors.
Cofounder Katia Beauchamp said she had an inkling there was a market for Birchbox among the other half of the population after getting tweets and “real life” inquiries from men requesting grooming and lifestyles of their very own. Not to mention a curious observation from existing female subscribers. “When their box would arrive, the men in their lives would hover around and were so curious about what’s inside the box,” Ms. Beauchamp told Betabeat over the phone. Read More