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- While online shopping has made our lives so much easier, it also has its problems. For instance, we don’t get to sample new products to see how they feel or taste. Women who buy their makeup at Sephora.com or Beauty.com don’t have the pleasure of tinkering with new mascaras, lipsticks, or moisturizers as they would at a beauty counter.
In 2010, Birchbox founders Katia Beauchamp and Hayley Barna had a simple business idea to solve this situation: They devised a monthly service that delivers a box of carefully curated samples to women’s doorsteps for $10.
"The idea was to leverage the subscription model to be part of the product discovery process," Beauchamp says. "We wanted to transform e-commerce from a flat, two-dimensional world by giving it texture and reality."