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Birchbox Partners With Gwyneth Paltrow's GOOP

The beauty company recruits Paltrow's lifestyle company GOOP for a new package and online shop.

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Birchbox

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Beauty company Birchbox announced Friday it will partner with actress Gywneth Paltrow’s lifestyle publication GOOP to curate a limited edition beauty package and online shop for Birchbox subscribers.

"Partnering with a brand known for its timeless elegance, savvy recommendations, and knockout style is sure to delight our customers," Birchbox co-founder Katia Beachamp said of GOOP in the announcement.

The new beauty package goes out to Birchbox users this month, and will include a slew of sample-sized beauty and wellness products (full-sized products will be sold on the site).

Paltrow raised eyebrows when she started the online publication in 2008, which gives advice on how to "save time, simplify and feel inspired," according to the website. Subscribers to the weekly publication receive tips on food, health and shopping from the Hollywood heavyweight herself.

Birchbox launched as a beauty discovery service in 2010. For $10 a month, subscribers receive personalized boxes filled with sample sizes of high-end products. Customers can shop on Birchbox’s online store for full-size products from more than 400 top brands, including Lancôme, Stila and Yves Saint Laurent.

In Septemeber, Forbes reported that Birchbox acquired Paris-based subscription beauty company JolieBox.

 

Last updated: Oct 5, 2012




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