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Walgreens Wants to Be Your Drugstore—and Makeup Supplier, Too
- Chain will pilot curated Birchbox beauty spaces in 11 stores
- ‘Thousand options of mascara’ not sensible, Birchbox CEO says
Source: Birchbox
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When shoppers think of high-end cosmetics, the local drugstore probably doesn’t come to mind. Walgreens Boots Alliance Inc. aims to change that as it teams up with beauty subscription service Birchbox Inc.
The companies will test beauty spaces featuring Birchbox products and consultants in 11 Walgreens across six U.S. markets, according to a joint statement. Walgreens will also take a minority stake in the beauty retailer and sell designated Birchbox products online, executives from both companies said.