Birchbox has been acquired by new healthcare startup FemTec Health for more than $45 million, with plans to revitalise the subscription box company by expanding into personalised health and wellness products. According to Forbes, the company will be asking its 300,000+ subscribers to share personal health information and using it to zero on relevant skincare, supplements and other products, like birth control or pregnancy tests. 

“We will have gathered information so you don’t have to see thousands of products,” says Kimon Angelides, who has a Ph.D. in bio-organic chemistry and is executive chairman of FemTec Health, the newly launched company that has acquired Birchbox. “We’ll make suggestions on the things that match your biology and match your life stage.”

Forbes reported that FemTec has plans outside of Birchbox, too. Next year, it will be launching a concierge-style telehealth platform called Awesome Woman, helping women navigate pregnancy, menopause and everything. Customers will have remote access to doctors, who can leverage data and technology to suggest various at-home tests and prescribe medications or make product recommendations based on the results.