Kath Purkis

Her Fashion Box has delivered more than 10,000 boxes of customised fashion accessories and beauty products to its subscribers in the year since launch, and founder Kath Purkis is seeking a second angel raising of $1 million to reach a target of 1 million boxes in the next two years.

28-year-old Purkis, a fashion e-commerce entrepreneur since 2007 when she founded Le Black Book, raised $250,000 in March 2013 (she only refers to a “silent co-founder”) to launch Her Fashion Box, after becoming convinced that “subscription commerce” was ripe for disruption.

“I subscribe to a few beauty boxes and a lot of it just feels like stuff in a box, it’s not that exciting,” she says.

Purkis’s business attempts to customise boxes for its subscribers, asking them to fill in a ‘style profile’ before receiving the first of their $40-per-month boxes.

“We find out if they prefer silver or gold, their skin type, what type of make-up they wear – we won’t be giving a 20 year-old the same box we’ll give a 40 year-old,” she says.

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