Allure Is Growing Its Subscription Service by Treating the ‘Beauty Box’ as Its Own Business

Condé Nast says membership is at an all-time high

Allure is looking to further expand its team working on the brand’s beauty box as the number of subscribers continues to grow.

The monthly box includes beauty products curated by the Allure team, accompanied by a brief pamphlet with a description of each sample-sized product (and sometimes a coupon code to purchase the full-sized version in stores).

Though the Condé Nast title did not say exactly how many people subscribe to the $15-per-month box, the company said membership is at an all-time high and was up 160 percent in June 2018 compared to the same month last year.

“It’s something that’s so core to what we do already because what people really want from us is product recommendations,” said Michelle Lee, Allure’s editor in chief, during the Brandweek summit in September.



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