Sephora is testing out a new monthly beauty box subscription called "Play! By Sephora" in select markets, WWD reports. It's a $10-a-month box loaded with Sephora samples and extras including Spotify playlists, as well as "Play! Pass" coupons for in-store activations like one-on-one tutorials for the products in that month’s box.
This sounds like a major challenge to Birchbox, the beauty sample subscription box that started it all and is now adding brick and mortar stores across the country. But Sephora is taking its time rolling out the "Play! By Sephora" concept. WWD reports that the Sephora subscription box will launch in September in Boston, Columbus, and Cincinnati to start out. Sephora will add additional, unspecified cities in 2016.