Goodiebox acquired its smaller Finnish competitor Bette Box

Goodiebox, a Copenhagen, Denmark-based company operating a business based on selilng a beauty subscription box, announced that it acquired Bette Box, a Finish startup that also sells beauty on subscription.

The financial details of the deal were not disclosed. Anna-Riita Vuorenmaa, founder and CEO of Bette Box, will continue as country manager for Goodiebox, in Finland and Sweden.

In Finland, Goodiebox will continue with a small office in Helsinki, while it already has offices in Copenhagen, Amsterdam, Berlin and London.

Bette Box was founded in 2016 as a result of an operation merger between the Finnish companies Boxie Oy and Livbox,  then rebranded after actress Bette Davis.

Goodiebox, founded in 2012 by CE Rasmus Schmiegelow, provides a monthly subscription for a box of customized beauty products targeted for women. The company claims to have 130k member and is active in nine European countries: Denmark, Finland, Sweden, Norway, Germany, the Netherlands, Belgium, Austria and Switzerland.

In 2019, Goodiebox raised €5.7M ($6.5M) from investors including InQvation and The Danish Growth Fund.