Birchbox celebrates fifth birthday with Selfridges pop-up

Pioneering beauty subscription service and etailer Birchbox is marking its fifth anniversary with a pop-up shop at Selfridges, which opens tomorrow (28 August).

The pop-up, which runs until 28 September at The Beauty Workshop space, will enables shoppers to "build their own Birchbox" for £15 from a selection of brands including Elemis, Sarah Chapman, Nuxe and Benefit.

Katia Beauchamp co-founder and CEO of Birchbox said Selfridges was an "iconic retailer" and therefore "a strategic partner for Birchbox's first UK retail venture". She added: "Our goal with Birchbox has always been to make it easy, efficient and fun for people to discover new brands and products fit for their lifestyle. This partnership allows us to bring that experience to Selfridges' shoppers."

Elizabeth Selvey, buying manager at Selfridges, said the retailer was "thrilled to partner with Birchbox". "By having a mix of brands our customers already know and love, as well as new-to-Selfridges products, this will bring an exciting and engaging activity to our shop floor for the month of September," she added.

For those unable to make it to the store during this time, the exclusive Selfridges Birchbox, containing seven deluxe size samples, will be available to buy on both the Selfridges and Birchbox websites on 10 September.

Birchbox was founded in the US in 2010 offering a beauty and grooming sample subscription service, paired with an etail site. It is now active in six countries including the UK, Spain, France, Belgium and Canada stocking more than 800 brands. It opened its first bricks-and-mortar store in New York's Soho last year.