Pure Beauty

Emily Hamilton talks growth plans for Bellabox

Published: 4-Jul-2013

The Australia and Singapore based business was inspired by the global success of Birchbox

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Inspired by the global success of US beauty subscription box giant Birchbox, sisters Emily and Sarah Hamilton decided to launch Bellabox in 2011. Now available in Australia – where Emily and Sarah are originally from – and Singapore, Emily talks to Cosmetics International about her plans to conquer the southeast Asian market.

How has Bellabox been received?

Bellabox was launched in both Australia and Singapore in 2011, just a month apart from each other. Since then, our business has built a strong customer base and generated a good deal of interest in both markets. We have shipped more than 60,000 boxes across Australia and Singapore over one year.

To what extent did Birchbox influence the launch of Bellabox?

We loved the concept that, through a beauty membership, you can build a relationship with a customer and take them on a journey. We were inspired by the concept working so well in the US and found the concept would work well in Singapore and Australia.

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