Birch Box

Birch Box


Neighborhood: SoHo
Type of Place: Cosmetics/Perfumes


Birchbox, which has had an online presence for about four years, recently opened up its flagship physical store in SoHo, a move by founders and owners Katia Beauchamp and Hayley Barna that could not have come at a better time. Move over Sephora, there are new cosmetic cowboys in town and their approach to beauty is an astounding new take on the process of beauty enhancement.

For those who don’t know, Birchbox was originally subscription-based, where consumers pay $10 a month and receive a hot-pink box filled with samples of high-end lotion, lipstick, nail polish, and other cosmetic goods tailored to their needs. Now, customers have access to a calm, spacious, luxurious boutique that carries 2,000 products in which to B.Y.O.B (Build Your Own Birchbox) - which can be stocked with six samples for only $15.

Upon walking into Birchbox, customers are greeted with by a Current Box section featuring full sizes of the company’s current month beauty box along with a video screen explaining the products in detail. Next up, Shop the Top where you can take a look at all of the current best-selling products on Birchwood’s web site followed by various Try bars, or vanity stations (similar to Sephora but way more clean and organized), featuring products, cosmetic utensils, clean-up instruments and all you need to try out your look before deciding on your purchase. Unlike other beauty depots, products are organized by category rather than brand, making it easier to grab the products you’ve decided on before purchasing.

What’s most wonderful about the store in that it is lined with touchscreens where you can learn about products, and receive assistance in matching your skin needs with appropriate products. The interactive experience is new, refreshing and very helpful – and if this type of service is not for you, there are beauty experts galore, waiting to address whatever questions or concerns you may have when it comes to your exclusive needs for nourishing the deva in you. 

The store also has a full floor dedicated to classes on make-up application and skin care tricks as well as salon services like hair styling and manicures. A half-hour makeover will run you about $30, and a manicure about $10. Hair styling prices obviously depend on the particular services you receive.

Birchbox is the innovative, lavish, interactive experience that the beauty industry has needed. Step into the shop and get ready to bask in the glow of just how beautiful you are.

  - Janice Bevilacqua

Birch Box
433 West Broadway
New York, NY 10012
(877) 487-7272