SinglesSwag is a subscription box for ‘fun and fabulous’ single women founded by Jonathan Beskin. Each month subscribers receive a box with the words -- love yourself -- typed across the cover. “We love making single women look and feel beautiful while empowering and inspiring them," reads the company’s mission statement.
If a woman isn’t defined by her relationship status, then why does SinglesSwag, which caters specifically to single women, even exist?
The company’s founder, Beskin apparently found memes by single women all over the internet about their ‘situation’, and voila, he had identified his target market.
“At SinglesSwag, we do not subscribe to any societal or cultural expectations on women. We believe a woman’s happiness is determined by her outlook and attitude, not by her relationship status.”
If a woman isn’t defined by her relationship status, then why does SinglesSwag, which caters specifically to single women, even exist?
SinglesSwag's marketing, promotions and products centre around the assumption that single women are a sad tribe, who will only find true fulfilment once they have reached their ultimate goal -- finding relationships. In the meantime, they can always shell out money to buy themselves a monthly goody box that promises to make their pathetic plight better.
So what’s in these boxes?
The boxes have items like organic bath and beauty products, artisan-crafted foods, books and ‘other surprises’. Products, which are touted as empowering, include a pair of socks inscribed with the words “my mascara ran, I’m counting it as exercise”, a heart necklace, emergency stain rescue, an eye mask with the words “wake up and makeup”, journals, wine on the go, foam sunglasses and many more frankly sexist and inane products.
So if a woman is single, she is automatically sad? SinglesSwag certainly seems to think so
Making yourself feel better comes at a price. Subscription plans come at $24.99 per month or $39.99 a month and can be shipped worldwide.
“When you’re single, you don’t always receive gifts," says Beskin.
The company’s Instagram posts have hashtags like #selfloveisthebestlove and #sentimentalsundays.
The company's Twitter handle posts quotes such as “just because you’re hopeful doesn’t mean you’re weak. You can be hopeful and strong”.
Another Instagram post says, "I've got a boyfriend, but he lives in another nation. imagiNATION."
So if a woman is single, she is automatically sad? SinglesSwag certainly seems to think so. Check out some of their marketing here:
According to this company, singles are hardly 'swag'. The company’s attitude towards its target market isn’t empowering at all. In fact, it is plain offensive.
Within a year of starting up, Beskin’s company has generated over $1.5 million in revenue and has over 12k paid customers.
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