Dive Brief:

• Subscription and e-commerce cosmetics retailer Birchbox has raised $60 million in Series B funding, the company announced this week.

• The company, which launched in 2010, will use the funds to invest in marketing efforts, its mobile app, and to expand its men’s service.

• The investment in Birchbox comes as the e-retailer is poised to open its first physical store in June in New York.

Dive Insight:

Birchbox is finding success with its subscription approach and expanding into the growing men’s beauty market. And with the opening of its New York brick and mortar soon, its profile is ready to rise. Birchbox is enjoying a reputation for fun and great service and that may be poised to go viral.