One of the most exciting ways to get into the beauty business nowadays is to start a subscription service for cosmetics. Subscription boxes have emerged as a potent tool for beauty brands to engage directly with their audience, as consumers are drawn to convenience, customisation, and the excitement of discovery. 73% of online shoppers currently subscribe to at least one service, up from 65% the year before, according to Mintel’s 2024 report.
It’s not just a passing trend. Subscription models are altering how customers interact with brands in a variety of sectors, including wellness and beauty, as the American Library Association points out. A successful subscription service for cosmetics provides more than just goods; it fosters customer loyalty, generates recurring income, and provides a direct line of communication to your most passionate customers.
In this guide, we’ll walk you through everything you need to know to start, manage, and grow a successful cosmetic subscription business.
Developing a Novel Subscription Business Model for Cosmetics
A distinct value proposition is essential for your cosmetic subscription business to succeed in a crowded market. What distinguishes your subscription box? Do you sell high-quality, environmentally friendly goods? Do your boxes have a niche focus, such as cruelty-free or independent beauty brands, or are they personalised? The secret to drawing attention and maintaining your subscribers’ interest month after month is differentiation.
Find out more about the best e-commerce packaging for beauty and cosmetics brands >
Source Quality Products
To be worth a subscription fee, consumers will want their subscription box to include modern, popular, or even ‘cult’ cosmetics that are high quality. It is, therefore, the cosmetics subscription business’ job to source, research, test and deliver sought-after products for a reasonable price.
Products can be sourced from wholesalers, Etsy, retail stores, from cosmetics brands directly, or through networking. The expense of sourcing the products is reflected in the subscription cost so ideally you want to drive down the cost of sourcing – bulk buying and brand partnerships can help.
Setting a Price for Your Cosmetic Subscription Company
Setting the appropriate price is the next stage in starting a cosmetic subscription business after you’ve made decisions about your product selection, packaging, and delivery method. Your pricing strategy can make or break your business; if it’s too low, you run the risk of losing money; if it’s too high, you risk alienating potential subscribers.
Anything between £10 to £100 is reasonable for a monthly or quarterly subscription, depending on the number, value and size of the product inside. High-end subscription boxes can easily be in triple figures, but they appeal to a smaller market, whereas cheaper boxes with sample size products can attract the vast majority of the market.
Consumers will know that the more regular the deliveries, the larger the size and the more valuable the products, the more the subscription will be. As long as the subscription is cheaper than individually buying all the items and that consumers are getting value for their money, the subscription fee is justified.
Promoting Your Subscription Cosmetics Company
Even if your box is exquisitely curated, it won’t sell very well without effective marketing. You must create buzz right away if you want your subscription service for cosmetics to succeed. Sharing box previews or limited prototypes can create anticipation and excitement, and pre-launch marketing can be revolutionary.
A website is key to the marketing of cosmetics subscriptions. Not only do they show off the boxes and their contents, but they offer platforms for FAQs and even subscription management for great customer service.
Social media is another great marketing tool which can be used to share content, build excitement and show off highlights of each box. As well as social media, magazines, beauty editorials and other cosmetics-related marketing tools can be a great way to get your cosmetic subscription in front of target markets.
Get more ideas with our blog on beauty marketing inspiration >
Once the subscription is up and running, email campaigns can be an effective way to keep existing customers engaged and deter them from unsubscribing. Discount codes, sneak peeks and competitions are a great way to reenergise existing customer bases.
Include Samples
Cosmetics subscriptions are often great value for money and introduce consumers to new products, so freebies are always welcome! Customers get more for their subscription fee and get to try something else without spending a penny extra.
You can get advice and begin creating your cosmetic samples with Fillcon, specialists in cosmetic sampling solutions.
Persuading cosmetics brands to provide sample products for your cosmetic subscription should be pretty simple; you are handling the logistics and shipping, all they have to do is give a small amount of stock. Also, cosmetic subscribers, evidently, are open to trying new products and have little brand loyalty, making them the ideal target market for any cosmetic brands!
Streamline Fulfilment
Subscriptions are regular instalments; therefore, its critical shipments are regimented, and deliveries are made within the promised window. Whether you pack subscription boxes yourself or outsource fulfilment, the process should be regimented and smooth to ensure shipments are made on time. Be transparent and keep customers in the loop with website updates and social media posts so they know when to expect it – popular updates include emails, which announce when the boxing is taking place, when they have been shipped, and how long customers should wait for it.
Lots of fulfilment and courier platforms allow for you and your customers to track deliveries with live data. This is a great aspect for customer service as it allows you to accurately answer delivery questions if a concerned customer gets in touch.
Ship Your Subscriptions
Your business is now good to go! Source your cosmetics and packaging, fill the boxes, ship them, and get great feedback. Keep up social media engagement and customer communication to retain customers and market to new ones. But don’t get complacent, the key to a successful cosmetic subscription business is consistency and prolonged effort. Keep looking for brand partnerships, new influencer opportunism and great new products to continue growing your successful cosmetics subscription business.
Get Started with Fillcon
We provide expert product filling services for a range of sectors, specialising in cosmetic sampling solutions – perfect for your cosmetics subscription service. For filling of bottles, tubes, jars, sachets, and more, get in touch! A member of our friendly team will discuss your business’ requirements and offer tailored solutions.
Commonly Asked Questions
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What is a subscription business for cosmetics?
It’s an enjoyable and practical way to regularly—typically monthly—deliver beauty products to your clients. Imagine it as a carefully chosen package of wellness, skincare, or cosmetics that arrives at their door and helps them find new favourites without ever having to visit a store
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Where can I locate goods to put in my boxes?
You have choices! Numerous entrepreneurs collaborate with independent beauty brands, wholesalers of cosmetics, or even produce private label goods. Directly contacting emerging brands is a fantastic method to form alliances and provide something special.
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Is this type of business genuinely profitable?
Yes, it can be very profitable if done correctly. Because you’re dealing with recurring revenue, your income is more predictable. And you can create a powerful, long-lasting brand with wise pricing, strong retention, and excellent customer service.
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How should a subscription box for cosmetics be marketed?
In this case, social media is your best friend. Email newsletters, Instagram reels, unboxing videos, and influencer shoutouts are all very effective. To increase traffic and trust, you can also share client testimonials or run advertisements.
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Can I customise the boxes for various clients?
Absolutely, and it’s a fantastic way to make a statement! Providing choices such as “sensitive skin,” “vegan only,” or “bold makeup vs. natural look” can help customers feel heard.
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On which platforms can I handle everything?
There are some excellent ones! Popular options include WooCommerce, Cratejoy, Subbly, and Shopify (with subscription plugins). They take care of customer service, shipping, and billing so you can concentrate on the enjoyable aspects.
