Our Story
The story ofGoodiebox
We started Goodiebox in 2012 with a simple idea: to make beauty discovery moreaccessible, inspiring, and fun. Since then, we've grown from a small Danish startup into abeauty concept loved by women across Europe.
It all started with a box
What began as a small idea in Denmark quickly became something much bigger. From the very first Goodiebox, our ambition was to create a beauty experience worth looking forward to every month.
Monthly surprise, delivered
Our look evolved too
Over time, Goodiebox became about more than what was inside the box. As the brand grew, so did the unboxing experience — including the drawer-style packaging that became a recognisable part of Goodiebox.
From simple to signature
Before and after packaging transformation, from early simplicity to the drawer-style identity.
Designed to delight
The unboxing experience became part of the product, not only the packaging.
New ideas beyond the monthly box
As Goodiebox grew, we started exploring new concepts and new ways to surprise our members. Some became special launches, some became stepping stones, and all of them helped shape the universe around Goodiebox.
This was also the beginning of Trreat, which later evolved into shop.bygoodiebox.com, and 1711BOX, our early quarterly concept for men.
Trreat to shop.bygoodiebox.com
An evolution from one concept into a broader shop universe.
1711BOX + concept stack
Early concepts like 1711BOX, Lux One, and The Crush Box expanded the world around Goodiebox.
The first Limited Edition collab
Collaborations became an important part of the Goodiebox journey. They gave us new ways to surprise our members and bring even more creativity into the experience.
More to discover — collaborations added freshness, variety, and fun.
Comme Deux
Our community helped shape how we think about beauty and self-care, and that spirit led to Comme Deux as a sister brand moment in our story.
Community-first ideas became new brand expressions.
Growing across Europe
After building Goodiebox in Denmark, we began expanding into new markets across Europe. It marked a major new chapter in our story and brought the Goodiebox experience to even more women.
From Denmark to Europe
A local idea became a broader beauty universe.
2018–2019 market launches
2018: Netherlands + Norway. 2019: DACH (Germany, Austria, Switzerland).
Celebrating 1 year of Goodiebox in The Netherlands
One year in, the Netherlands became a key market moment and showed how local activation and community fit into the wider Goodiebox story.
Berlin Pop-up Store
A physical Goodiebox experience in Berlin that brought members and brand moments together in real life.
Aarhus Pop-up Store
A local activation in Aarhus that brought the Goodiebox experience closer to members in Denmark.
Amsterdam Pop-up Store
A limited offline moment in Amsterdam that reinforced how Goodiebox could live beyond the monthly delivery.
The lockdown
Even when in-person moments paused, Goodiebox kept finding ways to stay close to members through creative campaigns and digital connection.
Staying connected at a distance
A challenging period that sharpened our digital creativity and community focus.
Sorry, not sorry
A campaign chapter where confidence and choice took center stage in a more direct, expressive brand voice.
Confidence, without apology
Campaign storytelling that felt bolder, clearer, and more unapologetically Goodiebox.
Get Naked
An editorial campaign chapter centred on individuality, self-acceptance, and beauty with something to say.
Individuality takes the lead
Creative work that reinforced self-acceptance and a more human beauty narrative.
Where we are today
More than a decade later, our mission is still the same: to create happy moments and make self-care feel more inspiring, accessible, and fun.