This article was contributed by Joanne Tsai with minor editing by Jason Lim.

In September 2010, two young and beautiful Harvard Business School graduates Hayley Barna and Katia Beauchamp founded Birchbox.com and launched the online beauty product trend all over Europe and America. Due to this recent phenomenon, this business model has become the newest target for entrepreneurs.

The e-commerce structure for Birchbox.com originates from Netflix, which provides online annual or monthly subscription of DVD movies delivered to your home. Instead of delivering DVDs, Birchbox adopts the Netflix approach and delivers beauty products directly to consumers. The creative side of the business comes from their close friend Mollie Chen, a beauty editor in a fashion magazine who has the habit of sending a range of makeup samples and gifts to close friends. The monthly subscription for Birchbox is only $10 USD or $110 USD for an annual subscription. Members receive a gift box every month containing 4 or 5 various beauty products ranging from skincare to makeup to cult beauty tools, so you receive a pleasant surprise every month.

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Jason Lim

Jason is an Australian born Chinese living in Beijing, specializing in entrepreneurship, start-ups and the investment eco-system in China, especially in the tech and social area.