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Online cosmetics retailer Birchbox debuts inside Walgreens

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NEW YORK — Birchbox has arrived at Walgreens. The online cosmetics retailer made its debut earlier this month at several Walgreens locations across the U.S. and at the Duane Reade here on Spring Street.

The presence of Birchbox inside Walgreens brings prestige beauty brands into its stores allowing its customers to discover and shop for new brands in an interactive and accessible way, and will include a curated Birchbox shop on Walgreens digital properties.

Walgreens’ Lauren Brindley and Adam Holyk flank Birchbox co-founder Katia Beauchamp

Birchbox plans to expand its footprint inside Walgreens locations in Dallas, Miami, Chicago and Los Angeles in 2019.

The in-store Birchbox experiences will have dedicated space with Birchbox branding, elevated design and a curated product assortment featuring full-size skin care and hair and makeup products from more than 40 prestige brands with Birchbox-trained Walgreens beauty consultants to assist.

“This is an exciting time for beauty at Walgreens,” said Richard Ashworth, president of operations at Walgreens. “Our customers want to shop the most sought-after brands in a welcoming and accessible environment, and the addition of Birchbox to our growing beauty offering is a big step in delivering on our promise to differentiate and elevate the beauty experience at Walgreens. This collaboration will help enable Walgreens to continue to strengthen our beauty offering and build our prestige ­portfolio.”


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