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Birchbox ups Euro presence with limited partnership with Gwyneth Paltrow’s goop

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Less than a month after acquiring Paris-based JolieBox, New York beauty e-commerce startup Birchbox is announcing another venture with a company across the pond.

The startup, which helps consumers discover new beauty products through a monthly subscription-based box of samples, on Thursday said it was partnering with Gwyneth Paltrow’s goop on a special edition box, featuring more Europe-based brands.

While goop initially gained popularity (and some notoriety) for its weekly newsletter, it has grown into a fuller lifestyle publication and e-commerce site. For Birchbox’s special edition box, goop’s London-based editors selected the items, drawing from a more global pool of brands.

The box is only available to Birchbox’s U.S. subscribers but, as the company looks to increase its global presence (with the purchase of JolieBox, which had previously acquired similar startups in Spain and the U.K.), the goop partnership could help the company elevate its profile among European brands.

“It shows the kinds of partnerships we could be doing and our awareness of other brands,” said Birchbox co-founder Katia Beauchamp. (Hear more about Birchbox’s expansion from Beauchamp at our RoadMap conference on November 5th in San Francisco)

In the past year, Birchbox has partnered with a handful of other fashion and lifestyle media properties, including Teen Vogue, Glamour and the TV show Gossip Girl, on special edition boxes. The partnerships keep the experience fresh for subscribers, Beauchamp said, as well as enable the partnering companies to use Birchbox as a marketing vehicle to reach new consumers.