Boutique New York Travel

Birchbox Soho Flagship Store in NYC

July 1, 2016

While in New York I stopped by the Birchbox Flagship Store located at 433 West Broadway in Soho. Most of us know Birchbox for their monthly subscription boxes but if you were able to stop by one of their #Birchboxinmycity Road Trip Destinations last year you were able to catch a glimpse of what their store setup looks like road trip style (Los Angeles covered in this post here). If you’re in NYC I highly recommend giving this store a visit. For the ladies who travel with their husbands, boyfriends or brothers – it’s not just a store for women, there’s an entire floor dedicated to men’s grooming and lifestyle. You can bring your male travel companions with you, send him to men’s floor while you look at makeup, skincare and fragrance and don’t have to worry about him being bored or impatient while you shop 🙂

This store is really a one-stop-shop for beauty and skincare essentials. As mentioned in my last post, between Birchbox and Space NK I found that they carried all the items I would need for a week’s worth of travel. One of the nice things about Birchbox is that they have curated Discovery Sets stocked with minis in addition to travel-sized beauty items you can buy so you don’t have to worry about buying large full size items that you can’t bring put inside a carry-on. I will say though during my trip I ended up picking up quite a few full-sized liquids over the security limit. I ended up shipping items in a large FedEx box home so I didn’t have to check it. (More on this in my packing post soon.)
Onto a look inside the beautiful store. Birchbox organizes their store by product category rather than having brand-dedicated sections. The staff at the store is very helpful and knowledgeable – if you need help picking out items someone is there to guide you and give recommendations. There are two levels, the ground level is for women and there’s a lower level for me.

Sun care, hair care, Oribe Travel Surf Set and Volume Set Trios (both reviewed here) alongside the limited-edition Sunny Side Boxes for summer:

Smith and Cult polishes:

More Hair Care to explore:


Skincare shown on the left, Discovery Sets on the right:

At the end of the store they have a Build Your Own Birchbox station where you can pick out 5 items to build your own box. You pick out 1 item from 5 categories covering skincare, body, fragrance, makeup and hair.

A look at the Men’s Shop with grooming, skincare, fragrance and body care and BYOB stations:

A few last shots of the women’s shop:

I built two Birchboxes in the store, one for husband (he did not go to the store with me) and one for myself. Inside my husband’s are minis of Baxter of California Grooming Lotion (his favorite hair grooming product), Baxter Facial Scrub, Eau Profonde Cologne, Junk Stuff (the name got me lol), Under Eye Patches, and a USB Cable – the men’s boxes have a lifestyle option.

For mine I picked out minis of Coola Sport Sunscreen in Fresh Mango SPF 50, Malin+Goetz Peppermint Shampoo, Avene Cleanance Cleansing Gel, Comptoir Sud Pacific Vanille Abricot and Mally Shadow Stick in Copper Rose.


So happy I was able to stop by the store and that the social team let me take photographs to my heart’s desire. I visited bright and early right when the store opened and had a lot of fun exploring. I think I could have spent an entire day inside – everything is very clean and organized which makes for a great shopping experience.

If you are in the area I highly recommend giving it a visit for a fun yet relaxing beauty shopping experience. Hope you enjoyed taking a peek inside the store! For those planning a visit, check out their Birchbox Soho page for location, hours and store events.

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  • Abbie Stephens July 1, 2016 at 10:17 pm

    So excited reading all your New York posts. I'm from Wales, UK and my husband and I will be in New York for our first wedding anniversary in September. I have written down your restaurant recommendations and will now definitely be visiting the Birchbox store!! And Sephora, we don't have it in the UK so I will be like a child in a candy shop!

    • Sabrina July 12, 2016 at 4:33 am

      Hi Abbie – so excited for your upcoming trip in September! The Soho area is charming, there's lots to explore. Even more excited you will be in a Sephora store too!

  • Amanda Hollingsworth July 2, 2016 at 12:27 am

    It's like a sweetie shop but with beauty products. I spied RMS Beauty on one of the shelves. I love that brand and it's dinky little pots of gorgeous stuff. And Living Proof which is my favourite hair are brand at the moment having replaced by beloved Fekkai who SpaceNK have stopped stocking in UK. It's like a picture postcard of what I expected Soho to be like. Quirky, cool, and different. Perfect location for it I think. They blend into each other seamlessly.

    • Sabrina July 12, 2016 at 4:34 am

      Hi Amanda, it's indeed like a candy shop with all sorts of goodies. Yes they carry RMS!

  • Lori Jenkins July 2, 2016 at 12:29 am

    Oh Sabrina – love your blog and your travels – first Paris, then NYC! 🙂 I went to this store last Fall and had a ball. I quit doing the subscription boxes after a 3 boxes I received full of things I didn't care for, but it was fun going in the store and picking out my own for a box….it felt decadent picking out things in small sizes that were premium brands and I might have gone overboard, but they all got used for work trips so well worth it! I was the least impressed with makeup in the store, but really enjoyed the skincare (bought a full size Embryolisse moisturizer which I loved after getting a sample in a box) and seeing Oribe products in person, since I'm not near a salon that carries them. Thanks for sharing pics of your travel, I'm NY obsessed 🙂

    • Sabrina July 12, 2016 at 4:35 am

      Hi Lori – thank you so much for following along – I have been doing the subscription box for a while and am torn about keeping or canceling. Birchbox has so many great curated sets I think they are a better value than the boxes, although the boxes do help introduce brands and items I wouldn't have tried if it weren't for a sample!

      Either way glad you liked the post. I am now NY obsessed too. Currently trying to convince my husband that we should move there!

  • Deb July 3, 2016 at 5:00 pm

    Great post Sabrina. Thank you for the detail on the store. For some reason, Birchbox has completely flown past my beauty radar. I've never even looked at their website until you put up this post. And your links took me to products that I've actively been shopping for in the last week. Perfect timing!

    • Sabrina July 12, 2016 at 4:36 am

      Hi Deb – glad you liked the post. It has flown past my radar frequently but I follow them on social which is great for me to learn about their newest launches and limited-edition boxes. I think the store is so amazing, wish they had a few more around the US!

  • The Sunday Mode July 4, 2016 at 2:05 am

    I'm heading to NY soon so I'm so glad I read this before I left! I think this place looks like my definition of heaven, I'd love to do the whole 'build your own birch box' thing as well.

    • Sabrina July 12, 2016 at 4:37 am

      Sunday Mode – so excited about your NY trip, I hope you will be able to make it to the store, it's really fun to shop in!

  • Clever Girl Reviews July 4, 2016 at 6:29 pm

    The store looks so light and bright!

    • Sabrina July 12, 2016 at 4:37 am

      It is! Loved it 🙂

  • kann mann July 5, 2016 at 4:53 pm

    Awesome post! awesome pictures!!! I'll definitely stop by when I go to NYC.


    • Sabrina July 12, 2016 at 4:37 am

      Thank you 🙂 Glad you liked the post!

  • BrighterDarling July 5, 2016 at 9:42 pm

    I LOVE this! I just watched the Birchbox founder on a CNBC special and saw how she's trying to reinvent/reignite the brand. This storefront idea looks amazing. Very 'stay and play,' and super clever store set up with the categories vs. brands. Can't wait to check it out next time I'm home in NY/NJ (currently in Houston for now). Thanks for recapping this 🙂

    • Sabrina July 12, 2016 at 4:38 am

      Interesting! Yes they do seem to be trying to reignite the brand, I have to say seeing the store is quite an experience! I hope you will be able to visit it soon 🙂

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