MyBeautyBox

Name

MyBeautyBox

Legal name

MYBEAUTYBOX s.r.l.

Website

https://mybeautybox.it

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

MyBeautyBox (MYBEAUTYBOX s.r.l.) is an Italy-focused direct-to-consumer subscription service, headquartered in Milan and backed by RCS MediaGroup, that delivers monthly curated boxes of at least five skincare and makeup products to beauty enthusiasts in Italy.

Ownership category

akta.pro rank

Product category

Beauty Subscription Boxes

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro industry

PRIMARYCRABAAAL

Skincare Sets, Kits & Travel Sizes

Consumer Products & Retail/Beauty & Personal Care/Skincare

Keywords

• Beauty subscription box
• Monthly skincare box
• Makeup discovery service
• Cosmetics e-commerce
• Curated beauty products

Headquarters

HQ city

Milan

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. Subscription Revenue: Monthly subscription boxes delivered to customers. Multiple tiers available: monthly (€19), quarterly (€54), semi-annual (€102), and annual (€180). Recurring billing through credit card or PayPal with automatic renewal at period end.
2. One-time Product Sales (MYBEAUTYshop): Direct purchase of beauty products and limited edition boxes outside of subscription. Products include skincare, makeup, and cofanetti in edizione limitata.
3. Loyalty Points (MYBEAUTYpoints): Loyalty points awarded for specific actions including survey responses and friend referrals. Points can be redeemed for products in MYBEAUTYshop or free boxes.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

MyBeautyBox is a direct-to-consumer Italian subscription commerce service that curates and delivers monthly beauty boxes containing at least 5 full-size or travel-size skincare and makeup products with a stated retail value of €50 or more. Subscribers choose from monthly (€19), quarterly (€54), semi-annual (€102), or annual (€180) tiers, with box contents personalized through an online Beauty Quiz and featuring products from partner brands such as Davines, La Roche-Posay, Nabla, Caudalie, Vichy, and others. The service also operates a MYBEAUTYshop for one-time purchases and themed limited-edition boxes.

Product overview

MyBeautyBox is an Italian beauty subscription service that delivers curated monthly boxes of skincare and makeup products. The core offering is a subscription model with plans ranging from monthly (€19) to annual (€180), delivering at least 5 products worth €50+. Subscribers take a Beauty Quiz to personalize their boxes. The company also operates MYBEAUTYshop for direct purchases and offers themed limited-edition boxes (Beach Beauty, Earth Beauty, Summer Essential, Valentine's collections). The ecosystem includes a loyalty points program (MYBEAUTYpoints), a Magazine content platform, and gift subscription options. Partner brands include Davines, La Roche-Posay, Nabla, Essence, Catrice, Mesauda, Ahava, Caudalie, Vichy, OPI, PuroBio, Lancaster, and Deborah.

Differentiator

Problem solved

Functional benefit

Named customers4 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

19 partnerships are on record, tiered core and minor.

• DavinescoreOthersPremium hair care brand whose products are included in MyBeautyBox selections. Known for sustainable beauty products and professional salon quality.
• La Roche-PosaycoreOthersDermatological skincare brand specializing in sensitive skin products. Featured in MyBeautyBox beauty box selections.
• NablacoreOthersItalian makeup brand known for high-quality cosmetics. Products featured in box selections including blush and illuminant sticks.
• CaudaliecoreOthersFrench skincare brand specializing in vine-derived beauty products. Multiple products featured including Divine Oil and body care items.
• VichycoreOthersPharmaceutical skincare brand included in MyBeautyBox selections. Known for mineralizing water-based products.
• EssenceminorOthersAffordable makeup brand included in box selections.
• CatriceminorOthersGerman makeup brand available in MyBeautyBox selections.
• MesaudaminorOthersItalian makeup brand featured in box selections.
• AhavaminorOthersDead Sea minerals skincare brand included in selections.
• OPIminorOthersProfessional nail polish brand featured in box selections.
• PurobiocoreOthersItalian organic certified makeup brand. Featured in bio/natural beauty boxes with 100% bio products.
• LancasterminorOthersSun care and anti-aging brand included in box selections, particularly summer boxes.
• DeborahminorOthersItalian makeup brand featured in box selections.
• HelancoreOthersItalian cosmetic brand featured in multiple boxes. Products include sunscreens, body care, and makeup items.
• KargiminorOthersBrand featuring gel cream nail polishes free from harmful substances. Products included in April 2025 EARTH BEAUTY box.
• FlanerieminorOthersSkincare brand featuring Pore Refining Exfoliator included in April 2025 EARTH BEAUTY box. Products contain natural ingredients like Calendula Flower Extract and Aloe Vera.
• IteritaliaminorOthersEco-friendly solid shampoo brand. Products included in June 2025 Summer Essential box. Solid shampoos are plastic-free, vegan, with 98.5% natural ingredients.
• RCS MediaGroupcoreOthersParent company of MyBeautyBox. Major Italian media group providing brand backing and operational infrastructure.
• TrustpilotminorGTM or Marketing PartnerCustomer review platform where MyBeautyBox displays customer testimonials and ratings for social proof.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Birchbox: Original beauty subscription box pioneer offering monthly curated samples; same DTC model, multi-brand assortment, and quiz-based personalization, though now under different ownership.
• Ipsy: US-based beauty subscription service offering personalized Glam Bags monthly; same multi-brand curation and quiz-driven personalization model at larger scale.
• Jolie Box: French-origin beauty subscription box owned by H beauty group, comparable in format (monthly curated boxes of prestige beauty samples) and Romance-market focus.
• Lookfantastic Beauty Box: Monthly beauty box from The Hut Group's Lookfantastic, operating across Europe with curated prestige brand samples — a direct format and assortment match.
• Glossybox: Direct competitor operating a monthly beauty subscription box across European markets including Italy, with a similar multi-brand curation model and tiered subscriptions.
• Allure Beauty Box: Quarterly subscription box tied to Allure magazine, offering curated prestige beauty samples to US consumers; very similar model anchored to a media brand like MyBeautyBox's RCS tie-up.
• BoxyCharm: US-based beauty subscription offering monthly boxes with full-size and sample products from prestige and indie brands; comparable format and brand-mix approach.

Broad incumbents

• Sephora: Global prestige beauty retailer with its own (now discontinued) subscription program and direct brand partnerships; represents both a potential supplier/partner and a competitive destination for the same beauty-discovery spend.
• Douglas: Europe's largest specialty beauty retailer operating in Italy; competes for the same prestige beauty spend and increasingly building its own subscription and discovery mechanics.
• FabFitFun: Larger US subscription box company spanning beauty, wellness, fashion, and home — broader category scope but overlapping mechanics (seasonal boxes, member pricing, referral program).

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/mybeautybox_ita
• Facebookfacebook.com/mybeautyboxitalia
• LinkedInlinkedin.com/company/mybeautybox-italia

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MyBeautyBox