Expert Insight: How Birchbox's Inclusive Rebrand Helps It Connect With Purpose-Driven Consumers
The subscription box is making self-care more accepting with genderless categories that promote inclusivity and naturally attract consumers like Gen Zers who look for mission-driven brands
•Birchbox, one of the original subscription boxes, recently updated its branding to make its categories much more inclusive: Beauty and Grooming instead of Women's and Men's.
•Gen Z, much more than previous generations, is comprised of consumers—even ones who do not identify as gender nonbinary—who often prefer their products to be genderless.
•PSFK chatted with Kima Cooper, Birchbox's director of social media & content, and Amanda Tolleson, chief customer officer, to discover how the company's commitment to diversity, both internally and externally, is making the company friendlier to purpose-driven consumers.