Birchbox test drives new bricks-and-mortar store in London

The beauty subscription company is opening a Christmas pop-up in Soho, London

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Online beauty box company Birchbox is venturing into UK bricks-and-mortar with its latest pop-up shop.

Open from November until the end of January, Birchbox aims to entice customers during the Christmas season.

Located on Carnaby Street, in London’s shopping district, the pop-up will stock Birchbox’s 100 bestselling products in a bid to introduce beauty fans to the brand.

With the help of sales assistants, visitors can discover their ‘beauty profile’ to then create a Build Your Own Birchbox (BYOB) for £15.

For the most eager customers, the first 100 people through the door will receive a free BYOB.

This is the e-retailer’s third pop-up store worldwide, following Birchbox’s bricks-and-mortar debut in New York in 2014 and its second store in Paris earlier this year.

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