Launched in both Singapore and Australia back in October 2011, bellabox was founded by twin sisters Sarah and Emily Hamilton. bellabox offers subscribers a personalised way to discover, sample, shop and learn about the best products and brands available. Each month bellabox’s subscribers receive an elegantly packaged box containing a sample of some of the world’s most exciting and exclusive skincare, cosmetic, hair, nailcare and fragrance brands.
To complete the whole user experience, the value of the contents in each box is well in excess (5 to 10 times) of the monthly subscription cost. By pairing product trials with editorial content, subscribers are then able to purchase full size beauty products through its e-commerce sites.
Fifteen months since launch, the business volume of bellabox has grown tenfold. Since its first box was sent out in October 2011, bellabox has partnered with over 200 beauty brands, including the likes of Benefit Cosmetics, Estee Lauder, shu uemura, Kiehls, and DKNY to name a few, and delivered tens of thousands of boxes all over Singapore and Australia.
The A$1.3 million (US$ 1.36 million) Series A round is led by Lance Kalish, co-founder of global skincare brand Yes To Carrots, and Elevation Capital partner Trevor Folsom. Other investors that joined the round include Monash Private Capital, SquarePeg Ventures, Apex Capital Partners, and a number of other high profile investors. Monash Private Capital also assisted with transaction structuring and negotiations.
Lance Kalish was first introduced to bellabox and its sibling owners when Sarah and Emily approached his Yes To Carrots brand to come onboard as a partner. “I was very familiar with this new kind of sampling service in the US and we had had several successful campaigns with the leading players there, such as Birchbox, Glossybox and ipsy. So I knew exactly what kind of service I expected in Australia, and Sarah and Emily certainly over-delivered with a fantastic campaign for our company”, said Kalish. “I was so impressed that our discussions moved from being a brand partner to being a financial one.”
The funding will be used to broaden the depth of the management team and significantly raise awareness of bellabox within the region, as well as allow the business to continue its growth, particularly in the area of its e-commerce site, customer experience and subscription numbers, thereby helping secure the brand’s position as the clear leader in all its markets.