LG Household and Health Care has launched a beauty subscription service for male consumers, according to a report published by The Investor.

Grooming Box, as the service has been dubbed, forms part of LG’s efforts to diversify its distribution channels and follows LG’s purchase of a 4.9 percent stake in subscription service provider Stripes in May.

Boxes will contain products from LG’s male grooming line Gentology as well as On the Body and Perioe, and consumers will gain a substantial discount on rrp by opting for the subscription service over traditional channels.

“We do not have any plans to expand our service for women,” a spokesperson for LG told The Investor, revealing that the company had identified male consumers as a gap in the market, whereas the female beauty box market was already saturated.