Birchbox revamps approach to private beauty brands: report
Birchbox is switching up the way it thinks about its private label beauty offerings. Per a report in Glossy, the company, which recently laid off nearly half its New York workforce and sold its French division, is revamping its Arrow brand.
The report noted that the retooled brand, created through a partnership with Maesa, will feature packaging meant to stand out with more colors and a modern feel. It also follows such other clean beauty trends as eliminating phthalates and parabens, along with various other ingredients.
Glossy said that Birchbox has launched Arrow brand lip oil, lip balm and moisturizer on its site and in its monthly boxes, with plans to introduce six more products in the coming months in the United Kingdom and Spain. Birchbox also has established a stand-alone site for Arrow products. Birchbox vice president of merchandising, Allison Edgerton, told Glossy that Arrow lip balm currently is its top-selling lip product and that private label — which includes Birchbox’s Love of Color brand — is expected to “become a meaningful portion of the business,” the report said.
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