Monthly beauty box key players
In Europe and the US, beauty and skincare monthly subscription boxes have become a popular purchasing trend in recent years . Especially in France, there’re already several brands have been the strong performers in the market.
I will be analyzing 3 of the top-performing brands, while they share some similarities, each also has its unique differences.
Blissim
Link: https://blissim.fr
Country of Origin: France (originally JolieBox, merged with Birchbox US, now independently French)
Price: €17.90/month
Differentiation: Personalized product selection - specific brands, limited editions, previous boxes, with a strong focus on French cosmeceutical skincare brands
Target Audience: Women aged 25–35 who appreciate trusted French clean skincare
Branding: Clean, minimalist design with a modern French aesthetic
Sustainability: Recyclable box packaging, increasing emphasis on clean beauty and eco-conscious products
My Little Box
The picture is from Ming’s personal social media account - RED (Little Red Book) as a so called skincare expert and product lover among friends :) Sharing the Sep 2024 beauty box of My Little Box, with a seasonal theme ‘La Rentrée‘ back to school.
Link: https://www.mylittlebox.fr
Country of Origin: France (by My Little Paris, part of aufeminin/TF1 group)
Price: €19.90/month (includes beauty + lifestyle accessories)
Differentiation: Mix of beauty products, fashion accessories, and lifestyle items; strong focus on surprise and storytelling
Target Audience: Women aged 20–35 who enjoy niche brands, lifestyle inspiration
Branding: Artistic, stylish, each box follows a seasonal or thematic story, for example JO 2024, back to school, summer vibes
Sustainability: Reusable packaging (fabric bags, boxes); promotes creative reuse and mindful gifting
Lookfantastic
Link: https://www.lookfantastic.fr/c/offers/beauty-box/
Country of Origin: UK (owned by The Hut Group - THG plc)
Price: €20/month
Differentiation: Focus on premium global brands, including full-sized products more often than competitors
Target Audience: Beauty lovers and skincare enthusiasts who seek high-end international products
Branding: Modern, with a premium and global feel
Sustainability: Frequently includes vegan and cruelty-free products
In summary, here I give out the key differentiations among these 3 brands:
Blissim
Local French brand with strong name recognition
Affordable pricing and personalized experience
Strong focus on skincare and French pharmacy brands
My Little Box
Distinctive positioning: lifestyle + beauty mix
High emotional appeal with cute design and unboxing experience
Adds non-beauty items for a more “gift-like” monthly surprise
Lookfantastic
Higher perceived product value thanks to frequent full-sized items
Wide variety of high-end global brands
Great for discovering new premium skincare
As marketers, have you ever wondered how beauty brands and subscription box providers form their collaborations?
What’s really in it for the brands — in terms of visibility and revenue potential?
If you're curious like I am, I'd be happy to share further about the benefits these partnerships bring to both sides. 😃
