Birchbox was founded with the goal of solving the frustration their founders had with shopping for beauty products. With the high number of options consumers were overwhelmed, especially with the growth of online products. Birchbox combines the monthly subscription service model with the opportunity to enjoy personalized beauty samples. Birchbox uses their technology to help tailor their boxes to each of their customers. The longer you use the service, the more tailored and specific the products will be to each customer.