Case Study: Birchbox achieves subscription growth and boosts sales with Rakuten Marketing

Birchbox - Customer Case Study

Birchbox, founded in 2010, pairs monthly personalised beauty samples with original content and an e-commerce store. As a direct‑to‑consumer brand with no resellers, its challenge was to acquire new customers and grow monthly subscriptions and product sales amid a competitive retail landscape.

Working with Rakuten Advertising (affiliate programmes in the UK and US), Birchbox broadened its publisher mix beyond cashback sites to include loyalty and reward partners (like Honey), browser extensions and influencer networks. That approach drove strong results: 33% sales growth from influencer networks YoY, 9% overall sales growth YoY and a 5% increase in monthly subscriptions, with plans to leverage multichannel insights to further boost acquisition.

Birchbox