Australian beauty subscription box service bellabox is closing down.
The Melbourne-based company made the shock announcement on Instagram on Wednesday, saying the decision had been made with “careful consideration”.
“This decision comes as a result of the economic challenges our business has faced over the past 12 months,” it said.
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“Operating a subscription business is no easy feat and with the current retail landscape being particularly tough, the additional demands and rising costs have made it increasingly challenging for our small, Australian-owned business to stay afloat.”
It thanked its customers for their ongoing support and loyalty since it was first founded in 2011 by twins Sarah and Emily Hamilton.
“It’s been an incredible adventure, and we’ve cherished every moment of it with you,” the company said.
“Your enthusiasm and support have been the driving force behind our brand, and for that, we are eternally grateful.”
For $22.95 a month, customers subscribe to bellabox to receive a monthly selection of beauty products.
According to its website, bellabox has 20,000 subscribers.
The price of the box was originally $19.95 but increased in July 2022.
Bellabox also has a $59.95 Welcome To Wellness subscription box, which is delivered to customers every three months.
The box includes $200 worth of health and wellness related products.
Bellabox will officially close at the end of June, with the company saying it was currently sending out its final subscription boxes.
It is unclear how the closure will impact Welcome to Wellness subscribers.
The unexpected news has left customers devastated, with many saying receiving the box in the mail was the highlight of every month.
“Extremely sad news. It has been a highlight of our month for 14 years and something to look forward to,” one person said.
“The products have always been appreciated, not just samples but full size.”
Another said: “Omg how sad. I’ve been supporting you guys for a while, but even I had to make some cuts to my subscriptions due to cost of living. Wishing the team all the very best.”
Bellabox has been contacted by 7NEWS.com.au for comment.