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Feelunique seeks to disrupt subscription market with new customisable beauty box

Gaelle Walker
10 August 2021

Beauty etailer Feelunique has launched a new customisable beauty box subscription product as it seeks to capitalise on the consumer quest for convenience and subscription-based products.

The etailer, which earlier this month was acquired by beauty giant Sephora in a deal expected to conclude in 2022, said its new Beauty Box scheme would disrupt the growing subscription market with a “luxury level” customised proposition.

Feelunique’s Beauty Box product will enable customers to select the five sample-sized products they would like to receive each month.

Each of the five products can be picked from an array of more than 180 deluxe-size product samples from over 80 of the business’s luxury, established, niche and challenger brands including BITE, Filorga, Elemis and Emma Hardie.

The launch directly responded to “growing consumer demand for convenience, sustainability, value and quality by enabling customers to try new products in an affordable way before committing to buying larger formats,” Feelunique said.

The breadth of products will also reflect Feelunique’s range of categories, encompassing skincare, haircare, fragrance, makeup and bodycare.

The Beauty Box subscription itself will be flexible and customers can select one-off, three month, six month or 12 month options with all open to cancellation at any time.

Feelunique Chief Executive Officer Sarah Miles said: “We’re really excited to be launching our Beauty Box subscription product.

“It is the first fully bespoke beauty box subscription on the market, and that personalisation element, combined with the deluxe samples and unrivalled range of brands and products on offer, creates a truly unique and market-leading proposition that we are very proud of.”

Founded in 2005, Feelunique is one of the UK’s fastest-growing beauty e-commerce platforms, with over 140,000 daily visits more than 18,000 products shipped every day.

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