Online Beauty Shop Birchbox to Open First Store

After testing the waters of a physical store experience through a series of pop-up shops, online beauty subscription service Birchbox will open its first store, in New York City, today. The brand will attempt to translate the excitement that accompanies opening a box full of new products to try out each month by offering testers of more than 2,000 products a "Try Bar," where shoppers can experiment with different products, as well as a Build Your Own Birchbox section, where they can select five sample-size products for $15.