The monthly subscription service of beauty, grooming, and lifestyle products Birchbox has a new look: bold and beautiful.

Today the New York-based online retailer unveiled a new global brand identity along with site improvements to further enhance the customer experience.

Birchbox is an innovative approach to e-commerce that offers consumers a fun way to sample, find, and learn about products before they decide to buy them.

“Our vision from day one was to revolutionize the shopping experience by creating a discovery retail platform that provides consumers with the content and experiences needed to make informed, value-oriented purchasing decisions,” said Katia Beauchamp, the co-chief executive and cofounder of Birchbox.

Every month, subscribers receive a personalized box filled with beauty goodies from brands like Kiehl’s, Benefit, Deborah Lippmann, and Stila. The subscription costs $10 a month for women and $20 a month for men.

Birchbox competes with similar services from Yellow Beauty Box, NewBeauty TestTube, and Makeup Monthly.

Talking of the revamp, Beauchamp noted, “We set out to build a brand identity that reflects the 360-degree Birchbox experience, our brand personality and discovery retail vision, and couldn’t be more thrilled to continue growing Birchbox with our new look and feel.”

In addition to the look and feel, Birchbox has also added more personalization, more ways to find new products, and a favorites feature to its website.

Last year, the company acquired another “Box” brand from Paris – JolieBox – to fuel its expansion in Europe. Birchbox has raised a total of $11.9 million in venture capital to date.

With more than 400,000 customers in four countries, things are looking pretty for the cosmetic retailer.

Image Credit: Birchbox

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