We amplified the beauty subscription experience by launching a permanent physical footprint, anchored by our flagship store in Soho. A key part of the retail strategy was the "Build Your Own Birchbox" feature, which translated our core discovery model into a tactile, in-person experience.

We expanded beyond our flagship store, opening summer beauty pop-ups within Gap stores in seven locations. We leaned into high-touch retail settings to connect with customers and bring the joy of discovery.