AMBER VERNETTI WRITES – Beauty is in the eye of the beholder…or perhaps it’s in a box. Bellabox, an Australian beauty subscription service, received over $3 million in backing from Allure Media, digital publisher of PopSugar and Shopstyle.  

With the help of Allure Media’s funding, bellabox will expand its subscription services to international destinations and perform more thorough market research. It currently caters to three markets: women with bellabox, men with bellobox, and babies with bellababy.

Bellabox will use its funding to strengthen its relationships with customers and brand partners, improving customer service and targeting different groups to extend bellabox’s reach to new subscribers.

Jason Scott, CEO of Allure Media said, “We’ve got the skills to help bellabox to the next level and at the same time extend our own proposition. We are in very similar markets through our brands like [popular women’s website] PopSugar.”

Established in 2011 by twin sisters Sarah and Emily Hamilton, bellabox, which is based in Australia and Singapore, is the equivalent of the United States and Europe-based Birchbox. It provides subscribers with a monthly supply of beauty and lifestyle samples, allowing customers to “try before they buy.” After subscribers discover the products they actually like, they can learn more about the products and purchase them through bellabox’s website.

Sarah Hamilton, cofounder and CEO of bellabox, stated, “We’re extremely excited to be working with Allure Media. This strategic partnership has come at the right time as we ramp up our expansion and take bellabox to the next level.”

The funding will also be used to build a more sophisticated online platform that will be able to manage a significant increase in customers as a result of bellabox’s goal of venturing into the Asia Pacific market.

If you are one of the lucky people living in Australia or Singapore, you can grab your own here or here.  Residents outside of these two countries will have to sit tight for the time being.  But let’s face it – you can’t rush beauty.