A popular beauty subscription service has announced its closing after almost 13 years due to the “increasingly challenging” economic climate.
Bellabox, launched by twin sisters Emily and Sarah Hamilton in 2011, said it had made the “difficult decision to close down” its Australian and New Zealand operations, citing tough “economic challenges” over the past 12 months.
Customers, who all pay a monthly fee to receive five beauty, skincare and haircare samples, were told their Bellabox subscription would cease at the end of June, leaving many “devastated” by the news.
“Operating a subscription business is no easy feat, and with the current retail landscape being particularly tough, the additional demands and rising costs have made it increasingly challenging for our small Australian-owned business to stay afloat,” a statement shared on the Bellabox website reads.
“While this chapter is coming to a close, we hope you’ll join us in celebrating the wonderful memories and connections we’ve built together. Our final subscription boxes are being sent out right now, and we’re committed to ensuring you receive your boxes as planned.”
The boxes had always remained under $20-a-month until July 2022 when the price went up to $22.95 in Australia. However items inside were valued at over $200, and often included full-sized items, as well as samples.
Bellabox’s 20,000 members have been quick to flood the brand’s Instagram page, declaring the closure “sad”, adding many small businesses were finding it “tough”.
“So sorry to hear, I love getting my Bellabox each month and am always so happy with the product,” one comment read.
“This is heartbreaking,” another shared.
As one said: “This is disheartening, as your thoughtfully curated subscription box has always been a delight to receive.”
“Be proud of how far you have come and for making the hard decision. I will miss my treats each month.”
It’s not clear what will happen to the company’s 20-something employees who are based in Melbourne.
Emily and Sarah Hamilton, who grew up in Geelong, also co-own Supernova – the beauty business which owns skincare brand Sand & Sky and haircare line Coco & Eve.
Sarah Hamilton is also a key investor in several other start-ups, including the haircare brand, Straand, Mermade Hair, Gummi Pets and a supplements brand and a lip care brand, she told Forbes Australia last year.