My Little Box
My Little Box is a Japan-based direct-to-consumer beauty and lifestyle subscription service delivering eight surprise boxes per year of cosmetics and Paris-designed accessories to Japanese women in their 20s-40s, operating as a wholly-owned subsidiary of France's My Little Paris SAS.
- Company typePrivate
- Founded2013
- HeadquartersTokyo, Japan
- Headcount11–50
- GTM typeB2C
- OfferingServices
What My Little Box does
My Little Box (マイリトルボックス) is a Japan-based direct-to-consumer beauty and lifestyle subscription service, incorporated as a corporation under the parent company My Little Paris SAS of France. The company was established in Japan in 2013 and operates a surprise-discovery subscription model delivering eight curated boxes per year to individual consumers (marketed to women in their 20s-40s); each box contains three or more cosmetics from Japanese and international partner brands plus at least one Paris-designed lifestyle accessory from the My Little Box Original collection. Pricing tiers include a 2,980-yen starter kit for first-time buyers (auto-converting into a standard subscription), a 3,580-yen monthly subscription that ships eight times per year, a 7,160-yen bi-monthly combined "Special Large" box, a one-time 3-month gift plan, and a higher-priced Premium Box (Big OS) tier featuring multi-brand luxury collaborations. The company also monetizes beyond the subscription via a parallel e-shop at mylittlecorner.jp.
The product is built on a standard e-commerce subscription stack consisting of a website (mylittlebox.jp) with customer account management, automated recurring credit-card billing (VISA, Master, JCB, AMEX), and logistics fulfillment for monthly home delivery; no proprietary technology platform, app, or AI/ML components are disclosed in the source material. Customer acquisition relies primarily on Instagram (my_little_box_japan), email newsletter, influencer and KOL marketing, and a now-suspended friend-referral program, with retention supported by the curated-surprise experience and brand co-marketing. Partner ecosystems span global prestige and mass beauty houses (Yves Saint Laurent Beauté, Lancôme, Kérastase, Sabon, Rituals, La Roche-Posay, Shiseido's Elixir/Anessa, Pola, Maybelline New York) and Japanese specialty brands (athletia, MiMC, DUO, ReFa), alongside registered brand identity trademarks "My Little Box" and mylittlebox.jp. Reported engagement metrics include a 92% monthly retention rate, an average subscription duration of nine months, and 85% of subscribers having found a favorite cosmetic through the service. Geographic operations are limited to Japan, with the registered head office in Jingumae, Shibuya, Tokyo, and back-office/payment-processing support handled by the French parent.
My Little Box firmographics
Firmographics- Name
- My Little Box
- Legal name
- My Little Box株式会社
- Website
- https://mylittlebox.jp
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- My Little Box is a Japan-based direct-to-consumer beauty and lifestyle subscription service delivering eight surprise boxes per year of cosmetics and Paris-designed accessories to Japanese women in their 20s-40s, operating as a wholly-owned subsidiary of France's My Little Paris SAS.
- Ownership category
- akta.pro rank
My Little Box industry classification
Industry- Product category
- Beauty and Lifestyle Subscription Boxes
- NAICS
- Health and Personal Care Retailers (456), Gift, Novelty, and Souvenir Retailers (45942)
- SIC
- Retail-Catalog & Mail-Order Houses (5961), Retail-Miscellaneous Retail (5900)
- akta.pro primary industry
- Subscription Boxes & Curated Product Subscriptions (CRAFAIAF)
- akta.pro secondary industry
- Subscription Box & Membership-first DTC (CRAFACAN)
Keywords
Where My Little Box is headquartered
LocationHeadquarters
- HQ city
- Tokyo
- HQ country
- Japan
- HQ region
- Asia
Offices2 records
Markets served
My Little Box business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- Monthly Subscription: Recurring monthly subscription at 3,580 yen per box, billed automatically via credit card. Boxes ship monthly with 8 deliveries per year. Special large seasonal boxes combine 2 months of products for 7,160 yen.
- Gift Plan: One-time payment gift option for 3 months of boxes. Includes free shipping. Recipients redeem via gift code.
- Starter Kit: Limited-quantity first-time buyer kit at 2,980 yen (tax and shipping included). Includes 3 cosmetics and 2 lifestyle items worth 14,000+ yen. Automatically converts to regular subscription unless cancelled.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Standard Monthly Subscription - 3,580 yen per box, 8 deliveries per year |
| Subscription | One time/ perpetual license | First-time Starter Kit - Limited quantity at 2,980 yen |
| Subscription | Multi-year contract | Gift Plan - 3 months of boxes as one-time payment |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
My Little Box product offering
Product offeringCore offering
My Little Box operates a direct-to-consumer monthly subscription box service in Japan delivering 8 surprise boxes per year at 3,580 yen each. Each box contains 3+ curated cosmetics from Japanese and international brand partners (e.g., YSL Beauty, Lancôme, Kérastase, Sabon) paired with Paris-designed lifestyle accessories. The company also sells gift subscriptions, starter kits, premium tier boxes, and operates a separate e-shop for individual product purchases.
Product overview
My Little Box is a beauty and lifestyle subscription service offering curated surprise boxes delivered 8 times per year. The core offering is a monthly subscription (3,580 yen/month) containing 3+ cosmetics from Japanese brand partners and 1+ lifestyle accessories designed in Paris. The service includes a Gift Plan (3-month one-time payment), seasonal Special Large Boxes (7,160 yen for bi-monthly combined deliveries), and a Premium Box (Big OS) tier featuring multiple luxury brand collaborations. A First Kit starter option (2,980 yen) is available for new subscribers, and a separate E-shop (mylittlecorner.jp) sells individual products. All boxes feature creative seasonal themes, surprise contents, and partner cosmetics from brands like KERASTASE, LANCOME, YSL Beauty, SABON, and many others.
Differentiator
Problem solved
Functional benefit
Products and services
- My Little Box Monthly Subscription Recurring monthly subscription delivering 8 surprise boxes per year at 3,580 yen per box. Each box contains 3+ curated cosmetics from Japanese and international brand partners plus 1+ Paris-designed lifestyle accessories. Includes free shipping and flexible cancellation.
- My Little Box Gift Plan One-time payment gift subscription covering 3 months of monthly boxes (3 deliveries). Includes free shipping. Recipients redeem via gift code, making it a gifting product distinct from the recurring subscription.
- First Kit (Starter Kit) Introductory kit for first-time subscribers featuring 3 cosmetics and 2 lifestyle accessories, priced at 2,980 yen (tax and shipping included), containing over 14,000 yen retail value. Positioned as an entry-level product with reduced price and high perceived value.
- Special Large Box (特大号) Seasonal large box combining 2 months of curated cosmetics and Paris-designed lifestyle accessories delivered together at 7,160 yen. Includes extra items and seasonal themes beyond the standard monthly offering.
- Premium Box (Big OS) Higher-tier subscription box featuring multiple luxury brand collaborations (athletia, ReFa, MiMC, NEAL'S YARD REMEDIES, CLARINS, nahrin) plus original accessories, sold at premium pricing. Targeted at subscribers seeking elevated luxury brand experiences.
- My Little Box E-shop (my the corner) Online storefront (mylittlecorner.jp) for purchasing individual items, brand collaborations, and exclusive products outside the subscription box offering. Operates as an ancillary sales channel.
Quantifiable outcome
- 92% retention rate (monthly basis)
- +2 more outcomes
Companies that use My Little Box
Customer profileNamed customers2 records
Segments1 record
Ideal customer profiles2 records
My Little Box technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
My Little Box partnerships and signals
Strategic signalPartnerships
24 partnerships are on record, tiered flagship and core.
- YVES SAINT LAURENT BEAUTÉflagshipLuxury brand partnership featured in Winter 2025 box. Provided Couture Mini Clutch, Rouge Pur Couture lipstick series, Libre EDP 10mL, and All Hours Foundation. Exclusive limited edition products creating premium box experience.
- YSL BeautyflagshipFeatured in Winter 2024 box with Couture Mini Clutch Collector Edition, Pure Shots Airy Light UV50, and Essence Lotion. Premium luxury brand collaboration creating high-value subscription box experience.
- YVES ROCHERcoreFrench natural beauty brand featured in October 2023 box. Provided Lincinf Vinagre Pure Refresh Morimga product. Represents the French heritage brand partnership strategy.
- SABONflagshipSpecial collaboration in January 2025 box. Featured Rose Water in Oil, Rose Serum in Oil 9mL, and Rose Soft Cream 15mL. Israeli luxury bath and body brand known for natural ingredients.
- KERASTASEflagshipPremium French hair care brand frequently featured in boxes. Provided Travel Ban Chronologist, Bain Chronologist shampoo/conditioner samples in multiple boxes. High-end positioning aligns with brand premium positioning.
- LANCÔMEflagshipLuxury beauty brand featured in February 2024 box with Clarifique Dual Essence Lotion. Also featured Genifique Serum Advanced in Summer 2024 box. Premium French cosmetics house.
- M·A·CcoreProfessional cosmetics brand featured in December 2023 box with Lipstick and December 2024 Winter box. Major professional makeup brand with strong subscriber appeal.
- ELIXIRcoreShiseido's popular skincare brand featured in May 2026 box with Brightening Lotion, Emulsion, and Retino Power Wrinkle Cream. Major Japanese skincare brand.
- OLAPLEXcoreHair care brand featured in May 2026 box with No.4 Shampoo, No.6 Smoother, and Rich Mask. Popular bonding hair treatment brand.
- RITUALSflagshipDutch luxury lifestyle brand featured in Summer 2025 box with Karma Body Scrub, Foaming Shower Gel, Body Cream, Shampoo & Conditioner. Body and home fragrance brand known for affordable luxury.
- LA ROCHE-POSAYcoreFrench dermatological skincare brand featured in October 2024 box with UV Ideo XL Protection Tone Up Rose. Known for thermal water-based skincare products.
- DUOcoreJapanese cleansing balm brand featured in May 2025 box with The Cleansing Balm White. Popular Japanese beauty brand known for cleansing products.
- cresc. by ASTALIFTcoreFujifilm's skincare brand featured in May 2025 box. Unique positioning combining technology and beauty.
- BIODERMAcoreFrench dermatological skincare brand featured in February 2026 box with Sensibio Micellar Cleansing Oil. Known for micellar water technology.
- MAYBELLINE NEW YORKcoreMajor American cosmetics brand featured in January 2026 box with Sky High lipstick. Mass-market brand with strong subscriber recognition.
- POLAcorePremium Japanese skincare brand featured in January 2026 box with White Shot RXS N Jar. High-end Japanese cosmetics company.
- MelvitacoreFrench organic beauty brand featured in January 2026 box. Nectar Calme STG Serum. Part of the French natural beauty positioning.
- ANESSAflagshipShiseido's leading sunscreen brand featured in multiple boxes including March 2024 and Spring 2025. Essential seasonal product for Japanese consumers.
- Soi PARIScoreFrench accessories brand featured in collaboration items in January 2024 box. Represents Paris design partnership for lifestyle accessories.
- athletiacoreJapanese beauty brand featured in first starter kit with Switching Aroma room mist. Also in 2026 Premium Box with UV products.
- ReFacoreJapanese beauty device brand featured in 2026 Premium Box with Rock Balm Light. Popular for hair styling and beauty devices.
- CLARINSflagshipFrench luxury skincare brand featured in 2026 Premium Box with Bright Plus Brightening DST Serum. Major European beauty brand.
- NEAL'S YARD REMEDIEScoreBritish natural and organic beauty brand featured in 2026 Premium Box with Refresh Mint Body Mist. UK's leading organic beauty brand.
- MiMCcoreJapanese mineral cosmetics brand featured in 2026 Premium Box with Bio Moisture Shadow. Also featured in multiple seasonal boxes.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
My Little Box competitors and assessment
Company assessmentDirect peers
- FabFitFun: Seasonal subscription box offering full-size beauty, wellness, and lifestyle products. Comparable dual beauty+lifestyle positioning and seasonal themed drops similar to My Little Box's quarterly cadence.
- Allure Beauty Box: Monthly beauty subscription box curated by Allure magazine editors. Directly comparable monthly subscription model targeting beauty discovery enthusiasts.
- Ipsy: US-based beauty subscription box pioneer offering monthly curated cosmetic samples with personalized matching. Closest direct analog to My Little Box's model and scale in the Western hemisphere.
- Glossybox: International beauty subscription box operating in multiple European and Asian markets. Shares the Paris-origin heritage and curated monthly model with My Little Box.
- Birchbox: Original beauty subscription box founded in 2010, offering monthly curated samples. Operates multiple international markets and shares the discovery-driven value proposition with My Little Box.
- My Little Paris: French parent company operating the original lifestyle recommendation and subscription platform. Directly comparable concept and offers ecosystem synergies with the Japanese subsidiary.
- Memebox: K-beauty subscription box with curated Korean cosmetics. Represents competitive pressure in Asian beauty subscription market and offers comparable recurring model.
Emerging players
- Loot Crate: Subscription box startup exploring beauty and lifestyle categories. Uses similar subscription mechanics but in adjacent categories, useful as a comparable operating model reference.
Broad incumbents
- Play! by Sephora: Sephora's in-house subscription/trial program offering samples bundled with beauty purchases. Represents competitive pressure from a major beauty retailer with broader distribution.
Regional players
- Rakuten Beauty Box: Japanese e-commerce giant Rakuten's subscription box offering beauty samples to its loyalty member base. Key direct competitor in the Japan market with broader ecosystem advantages.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
My Little Box social profiles
Digital presenceMy Little Box financial estimates
Financial estimateRevenue estimate
Valuation estimate
My Little Box leadership team
Management profileNumber of profiles
My Little Box funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
My Little Box M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about My Little Box
What does My Little Box do?
My Little Box operates a direct-to-consumer monthly subscription box service in Japan delivering 8 surprise boxes per year at 3,580 yen each. Each box contains 3+ curated cosmetics from Japanese and international brand partners (e.g., YSL Beauty, Lancôme, Kérastase, Sabon) paired with Paris-designed lifestyle accessories. The company also sells gift subscriptions, starter kits, premium tier boxes, and operates a separate e-shop for individual product purchases.
Is My Little Box a public or private company?
My Little Box is a private company. It is classified as corporate owned and is currently operating.
When was My Little Box founded?
My Little Box was founded in 2013. It employs 11 to 50 people.
Where is My Little Box based?
My Little Box is headquartered in Tokyo, Japan, in the Asia region.
How does My Little Box make money?
Three revenue lines are on record. Monthly Subscription is the primary driver. The others are gift Plan and starter Kit.
Who are My Little Box's main competitors?
Direct peers on record are FabFitFun, Allure Beauty Box, Ipsy, Glossybox, Birchbox, My Little Paris and Memebox. Loot Crate is listed as an emerging player. Play! by Sephora is listed as a broad incumbent. Rakuten Beauty Box is listed as a regional player.
Does My Little Box have an API?
No public API is recorded for My Little Box.
What industry is My Little Box in?
My Little Box's product category is Beauty and Lifestyle Subscription Boxes. Its primary akta.pro industry code is CRAFAIAF, Subscription Boxes & Curated Product Subscriptions, with a secondary code of CRAFACAN, Subscription Box & Membership-first DTC. Its NAICS code is 456 and its SIC code is 5961.