You guys. Birchbox has a store now.
If you somehow missed the memo (or all of my other Birchbox gushfest posts), Birchbox was one of the first companies to revolutionize the industry and redefine the retail process by offering a personalized way to discover products.
The innovative subscription service has branched out into a traditional brick-and-mortar shop and I am all for it! The founders of Birchbox along with a slew of other famous faces celebrated the grand opening of the Flagship Birchbox store, located at 433 West Broadway in my favorite city, on Thursday. Co-Founders Hayley Barna and Katia Beauchamp were joined by stars like Jamie Chung, Abigail Breslin, Jessica Szohr, and Hannah Bronfman at the event.
The SoHo area store offers shoppers 150-250 different beauty brands including some of my favs like Smashbox, Supergoop!, and Cynthia Rowley.
I will be making a trip to check it out asap. If you go, let me know what you think!