Updated: August 8, 2015 3:27 PM ET | Originally published: August 8, 2015 9:54 AM EDT

Cosmetics store Sephora is taking on Birchbox with a new subscription box service. The new program, called Play! By Sephora, will offer customers a sampling of five makeup, skincare and haircare products for $10 per month from brands such as Marc Jacobs Beauty, Bumble and Glamglow. Every month the products will be centered around a certain theme. The service launches in September in Boston, Cincinnati and Columbus, Ohio.

Birchbox has already proven that the beauty box model can be successful. The startup has attracted more than 1 million subscribers since launching in 2010.


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