Curated beauty boxes – with a selection of products picked by influencers, experts and even celebrities – are on the up, with a number of retailers partnering with these talents to launch ‘Edit Boxes’.
From lifestyle publication Cosmopolitan’s partnership with high-street chain Boots, to retailer Lookfantastic’s limited edition launches with brand ambassadors, these pre-selected product boxes offer retailers another avenue of bringing products to their consumers.
The boxes provide an alternative to talent looking to launch within the beauty space, too.
It allows them to share the products they genuinely love with their followers and fans without going through the rigmarole of collaborating with a beauty brand to launch their own sku – or launching their own brand in an already oversaturated market.
“Edit boxes represent one of the cleanest partnership structures available today,” explains Nick Vaus, co-founder and Managing Partner at brand elevation agency Free The Birds.
“The brand contributes what it already has, existing inventory, logistics infrastructure and retail platform, while the creator contributes what brands struggle to buy at any price: authentic credibility and an engaged audience.
“The relationship, when structured well, is genuinely symbiotic rather than transactional.”
It is not just product, it is a story.
Freelance PR, Brand-Builder and Strategic Consultant Lydia, Grace McKay, adds that edit boxes allow brands to “tap into the trust a content creator or expert already has built with their audience”.
McKay explains: “Rather than simply endorsing a product, they are curating products they genuinely use and recommend, which feels authentic.
“For brands, it is an opportunity to reach highly engaged communities, generate content and create a compelling retail moment.
“For the creator or expert, it strengthens their authority and personal profile.”
The business of edit boxes is one that is growing on the daily, too.
Regimes, which launched in early 2025 with a box curated by dermatologist Dr Adel, is building its entire business around these curated catalogs of products, investing heavily into its partnerships with creators to bring these boxes to life.
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Luxury British department store Liberty has also taken a founder-led approach to its edit boxes, building on its ‘Buyer’s Picks Beauty Picks’, which sees its internal team of in-house buyers curate their own edits.
The retailer recently partnered with skin care brand Skin Rocks’ founder Caroline Hirons to launch a cu
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