What's in that box?

Mapping the growing trend of subscription boxes in the UAE

It's common knowledge that Dubai is a global shopping hub. It's home to the world's largest mall and has plenty of boutiques and e-commerce sites. But over the last few years, another concept has taken off - one where people buy products without knowing specifically what they're shelling out money for. And it's a trend that's only getting bigger. Intrigued? Read on.
For the makeup lovers
The concept of subscription boxes is already popular in countries like the US and Australia, and it's mind-bogglingly simple: sign up for a subscription for a fixed amount of time - one month, three months, one year - and every month (or week or day in some cases), a box of goodies will arrive right at your doorstep.
One of the first boxes to launch in the region was Glambox, a beauty and grooming service that delivers about four to five beauty products and discount vouchers to its customers every month. The convenience of it all is undeniable, but it does raise the question: why not just go to a store and buy the products you want instead of hoping what arrives will suit you?
Ardent beauty fan, blogger and Glambox subscriber Maheen Abbas breaks it down for us. "When I first subscribed about two years ago, it was all about discovering new beauty and makeup products. I felt like they were experts at picking the correct products and it was so convenient to find them delivered at my doorstep. In the past, I used to sometimes buy products and then discover they weren't good for me, but with the subscription, I get sample sizes - so I can check if they suit my skin type and then decide if I want to invest in them. That way, it saves me money. Sure, there will be a month or two where I don't like all five products, but it's still worth the overall experience."
Glambox launched in Dubai in 2012 and has grown exponentially over the last few years, even expanding to Saudi Arabia - proof that there is demand, after all. Today, the company has five members just as part of a sourcing team - discovering the latest brands out there and figuring out what should go into their monthly boxes.
"It's definitely a new approach to beauty in the region," says Matthieu Guinard, CEO of Glambox Middle East. "Prior to this, beauty was not really addressed in a way to fully meet customers' expectations. We believe that to remain a trendsetter in the region is to give our customers something different from the traditional beauty routine. Convenience, luxury, and the surprise element are all parts of this experience."
He's right. Other than the convenience of getting the latest in skincare products, people enjoy opening their boxes every month to discover what's inside. It's the reason many are sharing their 'unboxing experience' on social media! As Matthieu puts it, "It's changing the game in the cosmetics industry."
For the style-conscious men
Glambox may be a trendsetter, but today, there are numerous other subscription boxes coming up, each having its own niche. A cursory search threw up a staggering number - there are boxes that deliver all-natural beauty products, boxes only for high-end luxury makeup, and boxes that will send over flowers every week. There's even Cycle Logicals, a monthly delivery box of 'sanitary products and treats for peace of mind and comfort' to pamper women when it's that time of the month. But the trend isn't just for women either - just last year saw Glambox release its 'For Him' box in response to the rise of male interest in grooming in the region. Then there is Kaizen Box.
"I first got the idea in February 2016 when I had to go for a friend's wedding and needed to pick out colour-coordinated socks, tie and cufflinks," explains Vinit Sadhwani, one of the founders. "I remember looking for the right shade for hours and eventually spending as much as Dh450 for just three products. I thought there has to be a better way."
Which paved the way for Kaizen Box. So, what's in there? Every box has five perfectly coordinated accessories so style-conscious men can look their best with minimal effort. With a box costing only Dh159, it doesn't break the bank either.
"I noticed that are a lot of people like salesmen who have to look good as part of their job, but can't afford to shop in places where a single tie will have them shelling out Dh150. So, why not create a product that offers good quality and design for a lower price?" says Vinit. "Men today are definitely as conscious as women when it comes to looking good and I think it has a lot to do with competition - whether at the workplace or during socialising. The UAE has amazing talent, but, in addition to your qualifications, you want to look good."
Surprisingly, about 30 per cent of Kaizen Box subscribers happen to be women who are looking to surprise their husbands, boyfriends or fathers, says Vinit, which throws light on another reason why subscription boxes are so popular. If one doesn't know too much about beauty products or men's style, but has to gift a style-conscious friend, what better way than through a subscription box?
For new mums
This also rings true when it comes to products for mothers or mums-to-be. Whether it's a friend (or husband) trying to gift a new mum or a first-time mum who doesn't know about useful products out there, Mama's Box is there to the rescue. Founder Chirin Khawatmi, a Syrian-German who previously worked in logistics, started the company after noticing there was nothing specifically targeted towards helping mums.
"When you are a first-time mum, it can get a little overwhelming," she says. "There will be all sorts of advice coming from different people and even picking out something as simple as a diaper bag can get confusing. There will be hundreds of brands in the market but all may not work for you. So, what we do is single out and choose the good ones so parents have the perfect thing delivered at their doorstep and they don't have to waste money."
It's also a matter of introducing mums to products that they may not have previously heard of before, but does wonders in making life easier. "For example, a lot of women don't know that there's an invention that allows you to extend your pants a bit so you don't have to immediately buy maternity clothes when you start showing," explains Chirin.
The subscription works from the moment the customer discovers she is pregnant until the baby turns a year old. Mama's Box is run by a team of mums who source products that have been recommended by mothers while working with experts like midwives and nutritionists. But what sets Mama's Box apart from the rest is, undoubtedly, the level of personalisation offered.
"A mum or mum-to-be can enter information about her due date, baby's gender, preferred clothing and size, and the boxes are tailor-made," says Chirin. "Every box also comes with a little note that has the mum's name and baby's age and shares information about the growth in that month. Motherhood is very hard and we just want to be there to support mums through this time."
For little artists
Supporting mums doesn't have to stop after the baby is grown either. With more and more parents in the region worried about kids having too much screen time, it will probably come as a relief to know that there is a way to bring back good, old-fashioned family time with arts and crafts - and this, too, comes in the form of a box!
Fun & Crafts is the brainchild of Edina Sultan, a Swede whose upbringing encouraged her to be hands-on, creative and imaginative. So, when she noticed that it was difficult to buy an all-in-one crafts kit with quality products, she decided to put together what she considered to be the perfect arts and crafts box.
"I selected each item, designed the packaging and the step-by-step instructions booklet. My boys loved it and it kept them busy for hours on end," she says.
It was the start of Fun & Crafts, a one-stop-solution with craft items, a step-by-step ideas sheet and free, immediate delivery to keep the little ones busy.
"With the fast-paced life we live, it's easy to neglect family time and be overwhelmed with growing responsibilities. I think Fun & Crafts is a great solution for parents and children to relax and enjoy time together, encouraging creativity while keeping the children challenged in a positive way."
Another sure-fire way to keep your kids busy, active - and happy - is The Happy Box. It all started when Jumana Al Darwish decided to take a leap of faith from her career in the public sector to take on a social experiment that would turn into much more.
"When I opted to establish my company, I wanted to create something that would impact the community positively by strengthening the family unit and encouraging family bonding," explains Jumana. "I knew nothing about the subscription box industry. My primary goal was to create positive change. I simply found a way to package happiness - it is indeed a universal craving."
So, what makes its way into a box of happiness? A monthly package consists of eight activities and a book for youngsters, surrounding a specific theme. Interestingly, The Happy Box creates all its own products and they've created more than 75 products over the last four years - with all the makings of hassle-free family fun, says Jumana.
"Subscription boxes are just magical," she gushes. "They are surprise treats that can light a person up when received. We all love receiving a gift and the anticipation of not knowing what's included makes it more exciting."
For the foodies
The UAE is something of a foodie hub, and it was only a matter of time before subscription boxes for food were started. Take, for example, Munchbox, a delivery service that ensures working professionals get healthy snacks like raw nuts and energy balls - thus helping them stay away from foods that are bad for the waistline.
But for those who truly want to go back to the basics as far as food is concerned, there are also boxes that deliver fresh and healthy fruit across the region. Self-proclaimed 'fruit snob' Linda Lu, who hails from Australia, started the Fruit Box ME in 2014, while looking for a business idea that would give her the flexibility to spend time with her growing family. Delivering fruits to offices on a weekly basis was a great way to do this - while encouraging people to make healthier choices.
"I definitely think people have been blindsided by the large amounts of snacks and unhealthy options out there in the marketplace these days," she says. "It's very hard for healthy options, such as fruits, to compete with the convenience and marketing budgets of some of the alternatives. But we are continuously blown away by our clients' positive response and appreciation. As they say, we are what we eat, and this holds even when we are in the office! Majority of people spend most of their time during the day at work. So, the workplace is a good place to start cultivating healthy habits, like having fruits for the staff."
For the readers
A lot of people wouldn't mind trying makeup or a new outfit on for size - but what about reading a book that they haven't chosen themselves? Every month? Well, it's a novel idea and it certainly is taking off across the region. It all started when sisters Al Jawhara (AJ), Alyazyah and Fatima - who were always interested in all things literature - decided to take a leap of faith and set up JAF Ink - a creative community that shares book reviews and hosts book clubs. And one of their more unique features is the Ink Crate - a monthly subscription box that contains one surprise book (that's based on their book of the month) and 3-5 miscellaneous items - from 'bookish' items to art supplies.
"I am a subscriber to two US-based 'bookish' subscription boxes," says Alyazyah. "It was unfathomable to me that something like this did not exist in the UAE. This gap in the market coupled with our desire to spread inspiration and creativity within the UAE led to the creation of Ink Crate."
It goes beyond just books as well - the boxes also incorporate mini art projects as well as items made by UAE-based artists. "By incorporating the work of UAE-based artists, we hope to support small to medium business owners and provide a platform to help them get their work out there. The first step is to create a strong creative community."
Every box contains one book and it must not be easy choosing which book makes the cut - it has to be one with universal appeal while also being a book that hasn't already been widely read. "We try opting for those books that have been published within the last six months," explains AJ. "That way, we hope to expose subscribers to something new."
Introducing subscribers to newer tomes and writers has another unexpected benefit - taking readers outside their immediate comfort zone. The books sent every month are diverse and cover a wide range of genres - from graphic novels to memoirs to young adult fantasies.
"Reading is about growth - it helps you expand your mind in so many different ways," explains Fatima. "While it's completely natural to have preferences, stepping outside your comfort zone can expose you to new thoughts, ideas and perspectives. Reading the same thing is much like surrounding yourself with people who think exactly like you instead of those who challenge you once in a while. Challenge is how we grow."
"We eventually hope to help people build a habit of reading or keep the habit, if they already have it," she adds. "Many bookshops are downsizing or closing down and it's important to look beyond the bestsellers."
janice@khaleejtimes.com