Subscription commerce service Bellabox raises USD1.4M series A round

Image: Bellabox

Australia’s Bellabox announced today that it has raised a USD 1.4M (AUD 1.3M) series A round, led by Lance Kalish, co-founder of skincare brand Yes To Carrots and Elevation Capital director Trevor Folsom.

Monash Private Capital, SquarePeg Ventures, Apex Capital Partners and other investors participated in this round. Monash Private Capital also assisted with transaction structuring and negotiations. 

Beauty box companies are taking Asia by storm. They are a kind of subscription commerce service where end users pay a monthly fee in exchange for curated and personalized products. Many of these companies have expanded into other verticals, namely fashion, men’s beauty, and baby products.

Launched in October 2011 in Australia, Bellabox expanded to Singapore in April 2012. The beauty box brand has shipped 60,000 boxes to date since December 2012. It is founded by twin sisters Sarah and Emily Hamilton.

The funding will be used to broaden the management team, conduct marketing activities in the region, and grow its e-commerce site.

Besides sending customers boxes filled with cosmetic samples, Bellabox also operates an online store where users can purchase full-sized products. Cosmetic brands like it because the store allows them to directly measure the ROI of seeding samples in beauty boxes.

Bellabox is facing strong competition from VanityTrove in Singapore and LushHaveIt! from Australia. VanityTrove recently made a move into Taiwan and is in the midst of raising a round of funding.

Note: The funding round is USD 1.4M, not USD 2.2M as stated earlier. The article has been corrected.

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