Sephora is getting into the subscription business. The beauty department store is launching a monthly box of samples for $10.
"Play! By Sephora" includes sample size products, a "Play! Book" with application tips, as well as codes to scan to shop via mobile and access additional content; In-store events called "Play! Dates" are also in the works. The box will launch in September in Boston, Columbus, and Cincinnati, with more cities added in 2016.
The current reigning beauty subscription service, Birchbox, opened their brick and mortar location last year, so it's no surprise Sephora is doing the reverse.