For a decade, we’ve known Birchbox as a beauty brand that delivers samples in pretty boxes. But its recent $45 million acquisition by FemTec Health, a new female-focused startup, marks a major turning point for the company.
FemTec was founded in 2020 by Kimon Angelides, a doctor who wanted to improve women’s healthcare with the help of technology like AI and genomics. It raised $38 million in funding from companies like Walgreens and Unilever Ventures at a valuation of $380 million. FemTec launched publicly in October 2021, and expects to serve women across many dimensions. It will launch Awesome Woman, a telehealth platform to help women navigate complex healthcare issues, from pregnancy to menopause, and sell a direct-to-consumer supplement brand.
To get a sense of how the brands will collaborate and weave together beauty, wellness, and technology, they shared details about their first three boxes. This week, they released a $129 Birchbox Meets Awesome Woman kit, which will be delivered in three Birchbox-style boxes. The first box will contain a skin-test tool commonly used in medical trials to help customers identify their skin type. Then, after they input data about their skin, they will receive two more boxes that contain products curated by Birchbox, along with supplements from Awesome Woman tailored to their skin.
This kit won’t replace the monthly Birchbox, but it will be marketed to Birchbox’s subscribers, as well as through Awesome Woman. Beauchamp says it’s just the tip of the iceberg, and there will be more high-tech health and beauty experiences to come.
4 Effective Strategies to Transform Your Packaging into a Marketing Tool
Are you ready to take your brand’s marketing to new heights? Dive into these innovative strategies and unlock marketing magic using your product’s packaging that will leave your consumers spellbound! While the term “pack-vertising” may have been around for a while, its relevance in the industry remains steadfast. Packaging, often overlooked as a marketing tool, […]
A Comprehensive Guide to Sustainable Packaging Solutions
With the growing need to save the planet’s greenery, every industry is stepping up in various capacities to contribute to sustainability—and the packaging industry is no exception. Yes, in this paradigm shift, the packaging engineers with their expertise, take center stage by executing packaging solutions that hit a harmonious equilibrium between safeguarding our planet and […]
World of Wine & Spirit Packaging Solutions: Insights, Tips & More
It’s time to delve into the world of wine and spirits, where packaging is more than just a treat to our eyes. Think of it as a painter’s canvas, a storyteller, and a guardian of treasures—all rolled into one. As packaging reshapes how our drinks appear on the shelf, packaging engineers work wonders and create […]