A Birchbox store, as in brick and mortar, just opened in Soho. Take me there!
Conceivably there’s no product in this store that I can’t get online at Birchbox but the experiences add a whole other level of excitement as a shopper. There’s the BYOB station where you “build your own box” (maybe the only time I’d be more excited about BYOB with another meaning), a special ‘Try Bar’ that changes monthly with editor-approved seasonal trends, Instagrams from Birchbox customers as decor, $10 manicures, hair stylists by appointment and shelves of beauty sorted by type versus brand. On that last point, I tend to think that’s how we should be shopping for beauty everywhere. We do it anyway…your makeup bag is proof. I went back and checked. It was September 2010 when that that little pink box first arrived in my mailbox. It’s been a monthly treat for almost four years and it never matters how many beauty products I try, I always love discovering something new or old in my Birchbox. My trips to New York are usually in and out but you know I will be carving out enough time for a proper visit a.s.a.p.
Photos via Birchox