There was much cheer and rejoicing when Birchbox finally announced its plan to launch in Canada in November 2013. The subscription box, a trendsetter and one of the first ones in the game, had some of the best brands names on its roster of ‘samples’ that were sent out to subscribers monthly. They also collaborated with artists to curate special edition of their boxes, setting them apart from the scores of other subscription boxes that had followed in Birchbox’s wake. The service was started in 2010 when Hayley Barna and Katia Beauchamp met at Harvard Business School and inspired by Barna’s best friend, a beauty editor. Their aim was to help women try out samples of beauty, skincare and haircare and find out what they liked best before buying the full-sized version. The idea was a success, the first Birchbox was sent out in September and also catapulted the two young founders and co-CEO’s on Forbes 30 Under 30 list of entrepreneurs in 2012. The company, headquartered in NYC, has operations in the United Kingdom, France, Spain, Belgium and Canada. They also have a flagship store in NYC. Hayley Barna had resigned as a co-CEO five months ago, and this recent move, according to Beauchamp, “will allow us to invest in our biggest opportunities and grow even more quickly in the future.” They aim to reach profitability this year.