updated 11 Sep 2012, 16:02
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Mon, Mar 19, 2012
The Business Times
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Belle of the box sets
by Debbie Yong


Although the tiniest package of the three, Bella Box offers the biggest geographical spread of brands.

Their beauty stash for this month is themed on radiant, glowing skin and contains a gold flake skin renewal serum from Japanese brand Royal, a mascara by Ansley from Korea, a radiance serum by Caudalie from France, a hand cream by Australian brand Akin and a cleanser and $50 voucher from American brand Dermalogica.

This was just one among six different configurations of products available to customers this month.

Boxes are packed according to specific beauty, age or skin profiles, which are then sent to customers who fit the respective categories.

Bellabox works directly with brand partners like Laura Mercier, Caudalie, Dermalogica, DKNY, OPI and Korres, meaning that their products will be released in tandem with the brands' marketing strategies and launch campaigns.

This ensures that users receive the latest products and not excess samples from unauthorised distributors - a point that Australian founder Emily Hamilton is keen to drive home.

Bellabox also has an online store where users can directly purchase full-size versions of the samples, which are sorted according to whether they are bestsellers, recommended and latest products.

A subscription earns you 15 points a month under their rewards programme, and users who refer friends get 30 points for each successful sign-up.

Bellabox's very affordable $15 monthly fee - the cheapest among the three - makes one assume they are targeting the mass- to mid-market rather than high-end spenders, but Ms Hamilton assures that talks are under way to get bigger and new-to-Singapore brands on board.

This article was first published in The Business Times.


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