In turn, exposure in Walgreens can help bring Birchbox’s subscription model to even more consumers (there are 2.5 million total active customers). Katia Beauchamp, cofounder and chief executive officer at Birchbox, sees big potential in what she calls “casual” beauty shoppers. “She’s actually the majority of consumers, representing 70 percent of the population,” said Beauchamp. While they are interested in beauty, they aren’t the ones gazing at influencer tutorials. They like new and exciting, but like to be presented with edited choices, she explained. Two-thirds of Birchbox customers don’t consider themselves proficient in beauty when they sign up for a subscription.
Source : http://www.latimes.com/fashion/la-ig-wwd-birchbox-walgreens-20181004-story.html