Try before you buy, with rubybox

With an internationally-tried subscription business model and an ecommerce store in the works, rubybox, South Africa’s first beauty box is set to take the beauty market by storm.


Customers sign up with rubybox for a monthly, six-month, or annual fee. Each month, they then receive a package filled with luxury, sample-sized beauty products. Every rubybox that they receive has a minimum value of R300, and it can be delivered to any physical address in South Africa.


New subscribers fill in a profile questionnaire which allows their rubybox to be customised to their unique needs and preferences.


Customers can expect to find some of these luxury brands and products in their rubyboxes:

  • makeup from black|Up and Smashbox
  • fragrances from Bvlgari and Jimmy Choo
  • skin care from Decléor, Elizabeth Arden, Lancome and Perricone MD
  • body care from Crabtree & Evelyn
  • hair care from Philip Kingsley and L’Oréal Professionnel


The rubybox website is designed to help customers get the most out of the products they’ve received. It contains tips, tricks and tutorials on how to achieve the latest trends, in-depth product information, as well as videos and interviews with experts. Much of this information is also communicated through their Beauty Insider e-zine.


Members can collect “rubypoints” by spending money on, providing feedback on tested products, as well as referring friends. These points can then be redeemed towards buying full-size products or against a box.


The rubybox team comprises of Sylvia Gruber, the founder of, and former brand manager at Procter & Gamble and L’Oréal; and Margaux Knuppe, who is currently the beauty editor at GLAMOUR, prior to which she was a beauty assistant at Fairlady.


As the business grows, the rubybox team plan on creating an online store where customers can purchase full-size versions of the products they’ve sampled.