In Marketing, Retail, Trend

Worth $536 million and climbing, the Australian beauty industry is becoming a global force. Bellabox is Australia’s leading beauty subscription box, launched by twin sisters Emily and Sarah Hamilton in 2011. Bellabox is a Melbourne-based subscription service delivering a selection of beauty essentials designed to bring beauty lovers a taste of everything that’s trending across Australia and New Zealand. With a subscriber base of 25,000, it makes Bellabox Australia’s largest sampling service.

A-beauty is having a long moment—it’s a lifestyle and something that celebrates less is more. Cult Aussie brands are making waves in the US and there’s been a buzz about the A-Beauty movement, so Bellabox thought the timing was right to piggyback onto this momentum. Bellabox has launched a limited-edition box for the US market called A-Beauty celebrating the best of Australian beauty.

Founder Sarah Hamilton said, “Bellabox was always focused on the Australian market and it was so interesting for us that our customers mainly wanted international brands, especially American ones, so now it is so exciting that the tides have changed and Australian brands have become the most sought after.”

The initial A-Box will contain products from Sand & Sky, Grown Alchemist, MCoBeauty, Dr Roebuck’s, La Bang Body, Keeko, and BettyFace. All the brands featured in the box are available at US retailers or ship directly to the US via their website.  

Photo: via Bellabox 
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