Bellabox

Bellabox was an e-commerce retailer that operated on a subscription-based model for beauty and lifestyle products. The company was established in October 2011 by twin sisters Sarah and Emily Hamilton, who were inspired by the success of similar subscription box services in the United States. Sarah, with a Bachelor of Commerce and a background in financial management and marketing at companies like Spin magazine in New York, managed the Australian operations from Melbourne. Emily handled the Singaporean arm of the business.

The core of Bellabox's business was a monthly delivery service that provided customers with a curated selection of 5 or more deluxe-sized samples of makeup, skincare, fragrances, and haircare products. This model allowed consumers to discover and trial products from a wide array of brands, including both niche labels and established names like Estée Lauder, Benefit Cosmetics, and Kiehl's, before committing to a full-size purchase. Revenue was generated primarily through monthly and annual subscriptions. Subscribers could also purchase full-sized versions of the sampled products directly from the Bellabox website, which integrated e-commerce with editorial content to guide purchasing decisions.

The company demonstrated significant early traction, achieving tenfold growth in its first 15 months. This growth attracted several rounds of funding, including AU$1.3 million in a Series A round in 2013 and over AU$3 million from Allure Media, a subsidiary of Fairfax Media, in 2014. At its peak, Bellabox served over 40,000 subscribers across Australia and Singapore and had expanded its offerings to include themed boxes and a quarterly wellness box. Despite its initial success and raising a total of over $7 million from investors like Square Peg Ventures and Apex Capital Partners, Bellabox faced economic challenges. In June 2024, after a 13-year run, the company announced its closure, citing rising operational costs and a difficult retail landscape.

Keywords: beauty subscription box, e-commerce, product discovery platform, cosmetic sampling, Australian startup, skincare, makeup, fragrance, online retail, direct-to-consumer, Sarah Hamilton, Emily Hamilton, Allure Media, subscription commerce, beauty industry, venture capital, consumer goods, digital marketing, brand partnerships, customer loyalty