Birchbox is beauty made easy. Founded in 2010, it redefines the way people discover and shop for beauty and grooming by pairing a monthly subscription of personalized samples with relevant content and a curated e-commerce shop. Birchbox's innovation isn't the simple concept of delivering a box of beauty samples - it's understanding that although not every woman is passionate about beauty, every woman deserves to have a great experience buying it. Engaging this overlooked, underserved consumer became the company's secret weapon, and today it is more focused than ever on building a beauty destination for women who aren’t obsessed with beauty.