Bellabox
Monthly subscription box for curated beauty products.
| Date | Investors | Amount | Round |
|---|---|---|---|
| investor investor investor investor investor investor investor | €0.0 | round | |
$2.7m | Series B | ||
| Total Funding | 000k | ||
Bellabox was a beauty subscription service that operated primarily in Australia and Singapore, delivering curated boxes of beauty product samples to its members monthly. The company was founded in October 2011 by twin sisters Sarah and Emily Hamilton, who launched the service simultaneously in both countries to establish a dual-market presence from the outset. Sarah, who has a background in financial management and marketing, managed the Australian operations from Melbourne, while Emily led the Singapore arm.
The business model was centered on a monthly subscription that provided customers with a box typically containing five or more deluxe-sized samples of makeup, skincare, fragrance, and hair care products. This model allowed consumers to discover and try new items before committing to a full-size purchase, addressing the common issue of purchase regret. Subscribers could then buy full-sized versions of the products they liked through Bellabox's integrated e-commerce platform. The service also offered personalization by having members fill out a beauty profile to tailor the selections. Beyond the standard women's beauty box, the company also ventured into specialized boxes for men (Bellobox) and babies (Bellababy).
Bellabox achieved significant early growth, reaching over 40,000 subscribers across Australia and Singapore by 2014 and partnering with over 200 brands, including well-known names like Kiehl's, Benefit Cosmetics, and Estée Lauder. The company secured multiple funding rounds, including a Series A of A$1.3 million in 2013 and a further A$6 million in 2014 from investors like Allure Media, a subsidiary of Fairfax Media. However, the Singaporean subscription service ceased operations on April 30, 2015. The Australian arm of the business continued to operate for several more years before announcing its closure in June 2024, citing economic challenges.
Keywords: beauty subscription box, product discovery platform, e-commerce, beauty samples, skincare, cosmetics, fragrance, monthly subscription, Australian startup, Singapore startup, Sarah Hamilton, Emily Hamilton, direct-to-consumer, beauty tech, subscription service, online retail, product sampling, personalized beauty, Bellobox, Bellababy