Updated: | Originally published: ;
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.
[People]
More Must-Reads from TIME
- Introducing the 2024 TIME100 Next
- The Reinvention of J.D. Vance
- How to Survive Election Season Without Losing Your Mind
- Welcome to the Golden Age of Scams
- Did the Pandemic Break Our Brains?
- The Many Lives of Jack Antonoff
- 33 True Crime Documentaries That Shaped the Genre
- Why Gut Health Issues Are More Common in Women
Contact us at letters@time.com