Sisters Cheryl and Elsie Botchway decided to break into the beauty subscription business based on their experiences as frustrated customers. “I loved the idea of a subscription package that would deliver a monthly selection of beauty products,” says Cheryl, “but when I was looking for one to sign up to, I simply wasn’t impressed. I felt that most of the boxes on offer featured brands that were neither very good nor particularly interesting. But my main issue was that they tended to include only sachets and small sample sizes, which meant I couldn’t properly test out the products.”
The Botchway sisters’ answer was Mintd Box, a subscription service for sybarites with four or five full-size, travel-size or deluxe-sample-size premium products each month (£70 for monthly/bimonthly plans for three, six or 12 months) – and focused on skincare. “Foundation and colour cosmetics are subjective and won’t suit all skin colours and tones.” Thus June’s jet-set-themed box includes an anti-ageing Lip Serum by cult skincare brand Verso, based on founder Lars Fredriksson’s revolutionary Retinol 8 complex; a full pack of Magicstripes’ Wake Me Up eye collagen masks, which use hyaluronic acid to revive tired eyes; and Jorgobé’s nutrient-rich Hydrating Glow Serum. Add to this Anne Semonin’s Daily Musts Mini Coffret of four travel-size face masks, and substantially sized samples of Oribe’s Gold Lust Repair & Restore shampoo and conditioner, and you have an enticing – and pleasingly effective – holiday haul worth £180.
“We are planning to offer custom, personalised options and add bodycare too in the future,” adds Cheryl. “We want to give subscribers the chance to try the best products on the market.”