Birchbox expands offline presence with new London pop-up store


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Beauty subscriber service Birchbox has launched a London-based pop-up store that builds on its successful New York and Paris standalone pop up store concepts.

Located in Carnaby Street and running until January 2018, the store will feature full size versions of the 100 best-selling smaller products used in its beauty boxes, with the store also having a BYOB – Build Your Own Birchbox – and self-service gift wrapping section. The store will offer exclusives, with products being organised by category rather than brand.

Birchbox is also teaming up with fashion bible Vogue, with the brand’s November subscriber box having been created by the British magazine’s beauty team and based on the #Vogue100 Beauty Hall of Fame.