Sephora Launches New Beauty Box Service

makeupSephora has recently put itself in direct competition with companies like Birchbox by offering a monthly beauty box subscription service. Although Birchbox is by far the leader in this industry, it is flooded with competitors including Ipsy, Julep, GlossyBox, Nail Box, and more.

This new service, called Play! By Sephora, will cost $10 per month and include five products from Sephora’s inventory. These products could be Sephora’s own brand, or other well known brands such as Marc Jacobs or Glamglow. However, the service is starting small in just a few cities. It will be available in Boston, Columbus, and Cincinnati in September, with plans to roll out nationally in 2016.

What makes this different?

With so many competitors flooding the market and Sephora’s existing Beauty Insiders program already offering samples, you may be wondering how Sephora plans to take the edge in the market. After all, Birchbox alone is soon to be valued at near $750 million.

Play! By Sephora appears to be finding its niche in creating themes with each beauty box. According to Cosmetics Design, the first box is set to have an “Uncover the Essentials” theme and provide a wide range of beauty essentials. Time will tell if this marketing tactic is enough to compete with some of the beauty subscription heavy hitters.