© Goodiebox 2023,
All rights reserved. Goodiebox ApS, CVR 34087288
Our story
A short timeline of what we've been through so far.
Founded in 2012
Once upon a time in 2012, Rasmus Schmiegelow and Nikolaj Leonhard-Hjorth had a brilliant idea. They wanted to bring more joy to women all over the world through affordable beauty products. And so, Goodiebox was born!
Each month, Goodiebox would surprise it’s members with a box filled with carefully curated beauty procuts.
2012
Feburary
The birth of Goodiebox
In 2012 we started Goodiebox, to give Danish women better access to try new things and experiment with new products without it costing a fortune. We saw that women in the US have been really keen on this concept, and we were thinking and hoping that it could also be something for Danish women.
The first boxes
Once upon a time, the Goodiebox took the form of a simple white square. There was yet to be any print on the box, but the box did have a little bow on the box 🎀 We did still have the logo sticker on our paper wrapper ❤️
Images: https://skabsdiva.dk/
The old logos
We know! It was a different time back in 2012, but we liked it back then, and we still think it has some OG charm ✨
2013
January
The big face lift
At the end of 2012, we decided that we had to level up our box game for 2013 and bring the bling! ✨ Our plain white box got a fierce face lift, rocking a matte black look with a fancy upper lid sporting our old-school Goodiebox logo on top 💆🏼♀️
Talk about feeling a fierce face lift! Unboxing became a whole new adventure, with a touch of premium vibes. We wanted to make sure every box felt extra special and that opening our box was like unwrapping a glamorous gift. So, we swapped plain for posh, and the rest is beauty history! 💃🏻🪩
March
Teenage like growth
In the early days of 2013, we experienced a remarkable growth spurt akin to that of a spirited teenager. With each passing day, an increasing number of members eagerly signed up to join our little Goodiebox family, seeking the joy and surprises we had to offer 🎁
As the influx of members grew, we quickly realized the need for a larger space to accommodate our expanding family. The warehouse, once a cozy home for the beauty products, became a hive of bustling activity. It soon became apparent that a change was necessary to keep up with the growing demands 💄💋
Not once, not twice, but thrice, we made the courageous decision to relocate our warehouse to provide ample room for the growing number of members. Each move brought its own set of challenges and excitement, but it was all worth it to ensure that every member could experience the magic of Goodiebox 🪄✨
As the influx of members grew, we quickly realized the need for a larger space to accommodate our expanding family. The warehouse, once a cozy home for the beauty products, became a hive of bustling activity. It soon became apparent that a change was necessary to keep up with the growing demands 💄💋
Not once, not twice, but thrice, we made the courageous decision to relocate our warehouse to provide ample room for the growing number of members. Each move brought its own set of challenges and excitement, but it was all worth it to ensure that every member could experience the magic of Goodiebox 🪄✨
April
Here comes the brands, doo-doo
As we gained popularity in Denmark, something magical happened. Beauty brands flocked to us like bees to honey! They couldn’t resist the allure of our passionate members. With each new brand on board, our boxes became a treasure trove of beauty delights, showcasing bigger and better products 🛍️
2014
March
The “1711BOX”
Back in 2014 we introduced our first quarterly subscription box named 1711BOX, which was specifically designed for men.
This curated box was packed with grooming essentials such as shampoo, wax, lotion, face oils, and perfumes. The 1711BOX provided gentlemen with an opportunity to embrace their personal style, enhancing their confidence and charm. Although it may be a fond memory now, the impact of this remarkable box on grooming rituals and self-expression remains evident.
September
The launch of “Trreat”
In September 2014, our online shop Trreat burst onto the scene, offering members exclusive access to limited edition Goodieboxes. Handpicked products and special collaborations with brands, made each box unique and fun to unbox.
December
The first Limited Edition collab
December 2014, a month of magic and milestones! We joined forces with Naobay for our very first brand collaboration box, and oh boy, it was a game-changer! Our Goodiebox reached new heights of awesomeness, making our members go wild with delight. It was a jingle-filled journey that set the stage for bigger and bolder adventures ahead!
2015
We reached
5000 members in Denmark
January to December
Business as usual
In 2015-2016, we were in full-on happiness mode! Our mission continued: create amazing boxes and spread joy throughout Denmark. We worked our magic, and kept on making boxes that brought smiles to our members. The memories may be a bit hazy, but the happiness we created lasts forever. 🤗
2016
March
The Goodiebox Award
In 2016, we had a blast at the Danish Beauty Awards, as we had the chance to present our very own award! We curated a box filled with our members’ favorite products, and they got to vote for the ultimate winner.
October
We launched The Lux One
A new quarterly subscription packed with a lot of love and products.
2017
May
Team Happiness
We’ve named our customer service for “Team Happiness”, and there’s
a very good reason for that.
Once one of our Happiness Heroes, Frederikke, picked up the phone
to chat with a member and she almost never put it down again.
Frederikke and the member connected and talked about everything
from Goodiebox to personal matters, and their talk continued as
Frederikke left the office and made her way back home.
They ended up talking for a whopping 4 hours and 48 minutes!! Now
that’s a real wow moment.
November
An even bigger face lift!
In 2017, we underwent a transformative change in our packaging design, transitioning from a kinda like pastry box to the recognisable drawer design that defines Goodiebox today. The shift was driven by our desire to enhance the unboxing experience and align our packaging with elegance and functionality. Plus it made it possible for us to have fun, with different designs on the drawer 👸🏼✨
The big launch of our sister brand
Comme Deux
We are Comme Deux because of you
December
Comme Deux
Our sister brand launched in December 2017! But here’s the best part: every product was created with the feedback and responses from our incredible Goodiebox members!
We value our members’ opinions, so we went straight to the source. We engaged in conversations about beauty and personal care, listening to what our community truly wanted. Armed with their insights, we got to work.
Each Comme Deux product was carefully crafted, from formulas to packaging, tailored to meet our members’ specific desires and preferences. We made sure they had a say in every step of the process, making them feel like true partners in crime.
This launch was a shining moment for us, proving that collaboration with our amazing members brings magic to life. It’s not just about great products; it’s about creating a community-driven experience that’s fun and fabulous.
So, here’s to Comme Deux, a brand born out of laughter, listening, and the joy of creating something extraordinary together. Thank you to our fantastic members for making it all possible. Cheers to beauty, collaboration, and the endless possibilities when we join forces!
2018
March
Hoi Nederland 🇳🇱
We couldn’t contain the happiness within the borders of Denmark, so we brought Goodiebox to the Netherlands! Our mission was clear: to spread even more joy and create countless happy moments for new Dutch members.
The excitement was contagious as we introduced the magic of Goodiebox to our Dutch friends.
March
The Crush
In 2018, we answered our members requests and brought The Crush Box to life! It was a makeup-only Goodiebox that made our members beauty dreams a reality. We curated a collection of stunning eyeshadows, dazzling lipsticks, and more, exclusively for makeup enthusiasts like you. The Crush Box was a gateway to endless creativity and beauty transformations.
June
Heia Norge 🇳🇴
Expanding to Norway was a natural next step for us. We wanted to bring the same level of joy and excitement to our Norwegian friends, sharing the happiness that Goodiebox had become synonymous with.
The decision to expand wasn’t just about reaching new markets; it was about spreading happiness to more people, in more places. We wanted to create a global community of beauty lovers who could connect, inspire, and uplift each other.
The response in Norway was incredible, with our Norwegian members embracing the Goodiebox experience wholeheartedly. Their enthusiasm and support affirmed our beliefs that happiness knows no boundaries.
2019
March
Celebrating 1 year of Goodiebox in The Netherlands
In 2019, our Goodiebox Netherlands team threw a sensational 1-year birthday bash! We transformed the venue into a beauty wonderland where our members could indulge in lash makeovers and bask in the glam. But that’s not all! We also had a grand stage for the ultimate thank-you speech, where we poured our hearts out to express gratitude for their incredible support. It was a party to remember, filled with laughter, beauty transformations, and heartfelt moments.
October
Hallo Deutschland, Österreich und die Schweiz!
We couldn’t resist spreading happiness far and wide, so we opened our doors to Germany, Austria, and Switzerland! We were(and still are) on a mission to bring more joy, more beauty, and more happy moments to the world. And guess what? We did it! Our Goodiebox family in Germany, Austria, and Switzerland experiences the magic firsthand every month. 🫶🏻🇩🇪🇦🇹🇨🇭❤️
December
Berlin Pop-up Store
With the launch of our new markets, we decided to bring Happiness to Berlin with a cute little pop-up shop. Our members got the chance to build their own boxes, hand-picking beauty products that reflected their own unique beauty and joy. ❤️
December
The Christmas Calendar
It was the season of beauty and joy when we unveiled our very first Christmas calendar! Packed with 24 amazing beauty products from the most fantastic brands, each day held a delightful surprise waiting to be unwrapped. Our members danced with glee as they discovered a new treasure every day, adding an extra dose of sparkle to their holiday season. 🪄✨
2020
February
Aarhus Pop-up Store
With the success and fun we had with our Berlin pop-up store, we quickly decided to set sail towards Denmark again, and do a cute pop-up shop in Aarhus. So we could bring happiness to our beloved members in Jutland ❤️
March
Amsterdam Pop-up Store
With the success and fun we had with our Berlin pop-up store, we quickly decided to set sail towards Denmark again, and do a cute pop-up shop in Aarhus. So we could bring happiness to our beloved members in Jutland ❤️
March
The lockdown
During the lockdown, we rocked the work-from-home scene, spending endless hours on Google Meet. We were still determined to keep making amazing boxes for our members. Our creative geniuses even got to hit the office in small teams, keeping the content game strong. With virtual collaboration and a sprinkle of teamwork magic, we turned the lockdown into a creative adventure!
November
Outdoor campaign
In the heart of Copenhagen, we launched a bold outdoor campaign with our slogan “Sorry, not sorry” to empower women. We encouraged ladies to embrace their choices and ditch societal expectations. From proudly owning their masturbation to rejecting the idea of being a perfect mom, we celebrated individuality and self-acceptance.
December
A new Christmas Calendar
In 2020, we revamped our Goodiebox Calendar. The box took on a charming tan hue, and inside were 24 adorable teal boxes filled with beauty products.
The calendar became a delightful sight, with each teal box holding a unique surprise for every day leading up to Christmas. From luxurious creams to dazzling nail polishes, the anticipation grew with each open box.
2021
March
The Member Universe
A complete new platform for our members with super nice illustrations+ new features that will brighten up the box experience and is also the gate to more happy moments during the month
September
The “Get Naked” Campaign
In September 2021, we unveiled our “Get Naked” campaign, aiming to tackle the taboo surrounding women’s body image struggles. We set out to empower women by showcasing the beauty in their unique features, whether it be stretch marks, scars, being bald, or any perceived “flaws.” Through this campaign, we encouraged self-acceptance and celebrated the diverse beauty that exists within each individual. By breaking free from societal expectations, we helped women embrace their bodies and radiate confidence.
2022
March
The Member Universe
A complete new platform for our members with super nice illustrations+ new features that will brighten up the box experience and is also the gate to more happy moments during the month
October
We launched The Lux One
A new quarterly subscription packed with a lot of love and products.
2023
March
The Member Universe
A complete new platform for our members with super nice illustrations+ new features that will brighten up the box experience and is also the gate to more happy moments during the month
October
We launched The Lux One
A new quarterly subscription packed with a lot of love and products.
Our story continues in 2023... ❤️