Canadian startup brings luxe beauty to the masses
By Jaclyn Tersigni Move over,
Justin Bieber. There’s a hot new Canadian item inspiring women coast-to-coast to broadcast their love on
YouTube. Enter the Luxe Box.
Luxe Box by Loose Button is a subscription service that introduces women to beauty products they might not have used before, by brands like
The basics Subscribers pick their membership plan ($12 for one month, $36 for a quarterly subscription, and $120 for a yearly subscription) and in return, receive a pretty, gift-wrapped box containing three to five beauty product samples. And these aren’t one-use type samples; we’re talking deluxe-sized samples similar to travel-sized products and gift-with-purchase products that last a week or two.
The response The response to Luxe Box has been exciting. “We’ve had this phenomenon,” says Ray Cao, founder and CEO of Loose Button. “In the first 48 hours after our boxes are shipped we get 15, 25, YouTube videos and blog posts of our customers unboxing the Luxe Box.” He’s not kidding. Search for Luxe Box on YouTube and you’ll find dozens of videos made by women as they excitedly open their monthly shipment and review the products they find inside. Cao says that between 50 and 70 new customers sign up each day. Why has it been so successful? Unlike traditional samples that you might get in a gift-with-purchase set at a beauty counter, Luxe Box tailors its samples to its customers. Upon signing up, subscribers fill out a beauty profile and answer questions about their skin colour and type, hair texture, and more. This means you’ll be less likely to regift and more likely to discover something new to love.
The extras It doesn’t hurt that receiving the box each month feels like getting a birthday gift. There’s a ribbon to untie, tissue paper to unfold, and the recipient is never quite sure what products will be inside. Subscribers often find a small chocolate sitting on top of the tissue paper. If that isn’t enough, each box comes with a card personally addressed to the recipient, explaining what products they’ll find inside. Loose Button complements the boxes with a blog that often features how-to videos and tutorials for the Luxe Box samples. Loose Button won’t share specific statistics, but Cao says products by cult companies like
Essie have been met with the biggest response.
Stila are amongst the other brands that have had products featured in the Luxe Box. As a Canadian company (yay!), Loose Button has been sure to work with some Canadian brands.
Balmshell, the Toronto-bred company specializing in lip products and cheek tints, is one such company, along with Consonant and
, which produces all-natural cleansing cloths. As a beauty product commitment-phobe, I’m loving this idea. Check out the
Loose Button website for more info.