New York-based startup Morgans is the latest brand to enter the subscription-box space, offering a bimonthly delivery of bathroom essentials under the tag line: “Don’t run out.”
Each box contains nine personal care and grooming essentials – shampoo, conditioner, moisturiser, hand and body wash, toothbrushes, toothpaste, shaving cream, razors and toilet paper – and aims to take the hassle out of shopping for toiletries. All products are sustainably sourced in the US and made with natural ingredients, while the minimalist white packaging belies the drugstore prices.
A fully stocked box costs $60, but consumers can customise their deliveries via the Morgans website, unchecking products as required. The subscription service is also commitment-free: customers can pause, skip or cancel orders whenever they want.
It’s a simple idea, but one that works, and selling direct to the consumer means that prices stay low. The line has been picked up in the men’s style press, but has unisex appeal thanks to its sleek design and convenience factor.
This paves the way for other grooming and personal care brands to enter the subscription service market, which can also provide an opportunity to test new products with consumers. See Crowdsource Your Beauty for more on this strategy.