Yesterday Reach announced that OK! Beauty Box has dispatched over 500,000 boxes since launching in November 2020. The publisher says the box has also been in the top three rankings on Google for the last six months and has hit 350,000 unique transactions on Shopify.
Reach says the OK! Beauty Box initiative is a monthly beauty box subscription and also offers one-off limited boxes throughout the year, for example the beauty advent calendar. In 2023 the business generated revenue of £2.3m, representing YOY growth of 67%. Top-selling boxes have included partnerships with A-list make-up artist Hannah Martin, celebrities Lisa Snowdon and Alesha Dixon, as well as the sell-out debut beauty advent calendar last year for the holiday gifting market, the publisher continued.
The milestone comes at a time when Reach says it is focusing on growing its ecommerce proposition, with further plans to establish an online marketplace this summer.
Emma Oakley, commercial director at Reach said: “OK! Beauty Box is a great example of how we can diversify our business and grow a new initiative on the back of one of our loved and trusted brands.
“Using our Customer Value Strategy, we’ve been able to use our rich customer data to provide our audience with something they really love. Our success has given us a blueprint to expand our ecommerce proposition to a wider audience - we have a strong sense of how to keep that customer relationship central to the offering.”
She added: “Retention is a huge part of our strategy. We perform far better than the average market churn rate and you can see this reflected in the strong reviews on trustpilot, where we’re rated ‘excellent’.”
The box currently on the market is the Rise and Shine edit which includes a range of skin, body and make-up products, and Reach says the team will launch a second advent calendar for the holiday season later this year.
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