The world of subscription beauty boxes is about to get a whole lot more competitive. Sephora has announced their plans to launch their own monthly beauty box subscription called Play! by Sephora. Testing will begin in September in Boston, Cincinnati and Columbus. In 2016, Sephora plans to add additional cities that have not yet been specified, according to WWD.
Just like Birchbox, the Play! box will cost $10 per month and include curated items to fit a theme. Each box will also include a Spotify playlist and additional samples, like fragrances, and a Play! Book that “offers everything from application tips and insider beauty hacks to fun facts and conversation starters about the included items.”
Sephora’s first box is called “Uncover the Essentials” and includes products from Marc Jacobs, Ole Henriksen, Bumble and bumble, Glamglow and Sephora.
Watch out, Birchbox!