Goodiebox

Goodiebox is a Copenhagen-based beauty-tech company specializing in subscription beauty boxes, operating primarily as an online platform that connects cosmetics brands with consumers across Europe.

Founded in 2012, Goodiebox delivers monthly sampling boxes containing beauty, skincare, and makeup products to thousands of members. Subscribers test, review, and often repurchase featured items, fostering direct relationships between international and niche brands and targeted audiences interested in beauty products. The company positions itself as a 'happiness company powered by beauty,' emphasizing customer satisfaction and community engagement.

Headquartered at Soho Kontorhotel 68 Flæsketorvet in København V, Capital Region, Denmark, Goodiebox has expanded its operations to multiple European markets including Sweden, Belgium, the Netherlands, and the UK, with plans for further growth such as into Germany and the US. It has raised significant funding, including a €5.7 million Series A round from investors like InQvation and The Danish Growth Fund, supporting its acceleration in Europe.

In 2021, the company achieved €40 million in revenue. By 2025, annual revenue was reported at approximately $2 million USD, reflecting its scale in the competitive subscription beauty box sector alongside competitors like IPSY, Birchbox, and GLOSSYBOX.

Operates a B2C e-commerce model focused on beauty and cosmetics discovery.
Developed its own skincare and makeup brand, Comme Deux, launched in 2019, which is available in select Urban Outfitters stores in the US and UK.
Employs around 44-77 people, offering perks like free lunch, flexible hours, and social gatherings.
Active in sustainability initiatives, such as planning to plant 200,000 trees.

Goodiebox leverages customer feedback through surveys and reviews to inform product selections, tailoring offerings to regional preferences like skincare emphasis in Denmark and color cosmetics in the Netherlands. Its tech stack includes tools like PayPal and Facebook for operations.

As a key player in the beauty subscription market, Goodiebox provides manufacturers and suppliers with access to engaged consumers via its sampling model, driving product trials and repeat purchases in food, drinks, and beauty-adjacent categories where applicable.