Walgreens takes stake in Birchbox

Walgreens Boots Alliance is taking a minority stake in subscription-box company Birchbox as part of an effort to expand its beauty aisles by including high-end cosmetics. Financial terms were not disclosed. The community pharmacy chain will begin selling Birchbox-assorted products at 11 stores in major cities.

Walgreens Boots Alliance is taking a minority stake in subscription-box company Birchbox as part of an effort to expand its beauty aisles by including high-end cosmetics. Financial terms were not disclosed. The community pharmacy chain will begin selling Birchbox-assorted products at 11 stores in major cities. Walgreens has searched for ways to boost its beauty business, introducing a rewards program for cosmetic purchases and hiring in-store consultants. Investing in Birchbox will broaden the chain’s offerings beyond mass-market brands to include more-selective products. Birchbox sends a monthly box of samples from cosmetics, skin-care, and haircare brands. Subscribers then have the option of purchasing full-size items through the online retailer.