Beauty in a box
By Zsarlene B. Chua
At first there was Birchbox, a renegade beauty box subscription service based in New York that would send a mystery box filled with product samples for $10. When it started in 2010, it was a novelty and it was a way of “navigating a vast range of options” and “trying products without actually buying them (and going bankrupt in the process),” according to its Web site.