Joliebox Spain (before Glamourum)

In the fast-evolving world of e-commerce, timing and a solid business model are critical. The story of Joliebox illustrates this perfectly. Founded in Paris by Quentin Vacher and Francois Morrier, Joliebox emerged with a business model nearly identical to that of the U.S.-based Birchbox. The company offered a subscription service for boxes of beauty product samples, allowing consumers to discover new items. Joliebox expanded its operations into Spain and the UK, capitalizing on the growing European demand for this new retail experience. The company's parallel path with Birchbox did not go unnoticed. In what could be seen as a strategic move to consolidate the market and accelerate global expansion, Birchbox acquired Joliebox in September 2012. This acquisition was a pivotal moment, instantly giving Birchbox a significant foothold in key European markets, including France, Spain, and the UK. The deal expanded Birchbox's brand partnerships to over 400 internationally and merged two like-minded teams under one unified, global brand. For a time, the European company was co-branded as "JolieBox, a Birchbox company," before fully transitioning to the Birchbox brand.