Birchbox Grooms New Service for Guys

Online shopping and sampling service for women's beauty products expands service to men

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Indulging male vanity has never been more en vogue. So it’s no wonder that subscription-based e-commerce startup Birchbox—a company originally launched to guide the fairer sex to new beauty products—is jumping on the trend by extending its services to men beginning today.

Similar to the company’s flagship product for females, the new Birchbox Man service will offer subscribers a personalized monthly box of premium samples, as well as an online store and editorial content. But in addition to grooming products, the $20-a-month men’s box will also come stocked with lifestyle items like watches, socks and tech accessories.

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