BeGlossy: from subscription boxes to a beauty store on Magento

About the client

BeGlossy was one of the first beauty subscription box brands in Poland, operating since 2012 (as GLOSSYBOX until 2014). Every month subscribers received a surprise box with at least five cosmetics worth more than PLN 100. The range also included boxes for men, limited editions and the premium GoldenBox, and from 2016 a store with full-size cosmetics.

According to the brand's 2019 figures, BeGlossy had several thousand subscribers and several hundred GoldenBox customers, and the average subscription lasted 8 months. Endora developed and maintained the platform from 2015 to 2022, including after BeGlossy S.A. took over the store in 2018.

What we did

Over 7 years we wrote 11 custom Magento modules and shipped more than 1,100 changes to the platform code. The most important ones:

• A subscription that bills itself: choosing the first box at checkout, monthly card charges with 3D Secure and saved payment tokens (first Paymento, later Dotpay with a job queue), alongside bank transfer and cash on delivery with automatic settlement. Recurring revenue didn't need manual payment handling.
• A cosmetics store next to the subscription: product listing, search, filters, brand pages and a mega menu, and above all one cart where a subscription, single products, vouchers and coupons are paid together. Customers could buy more than the box, and the brand gained a second revenue stream.
• A distributor catalog without manual work: automatic import of products, images, categories, brands and variants, plus scheduled stock and price sync with margin calculation. The range grew without someone entering products by hand, and customers saw current prices and availability.
• Winning back and keeping customers: abandoned carts with a coupon and a link that restores the cart in one click, "notify me when available", a newsletter popup with a discount code, a beauty profile that tailors the boxes, and a subscription cancellation page.
• Marketing on store data: an ExpertSender integration (later GetResponse) with customer, order and subscription data and abandoned cart events, plus discount codes saved on orders, so it was clear which campaigns sell.
• Compliance and security: a GDPR consent module ready before 25 May 2018, a Magento 1.6 to 1.9 migration and ongoing maintenance to keep the platform secure.
• Logistics: shipping export for subscriptions and products, a Subiekt integration and DPD with pickup points, also for subscriptions.
• Business and technology consulting: store growth priorities, selection of marketing and payment tools, and platform decisions as the business model changed.