Sephora prepares the launch of its subscription service

Echoing other beauty brands like Birchbox and Glossybox, Sephora is introducing this September a subscription service called Play!, currently offered on a limited, invitation-only basis. Gathering a curation of beauty products, inspiration and expert advice, Sephora's most eager customers can now opt to receive a monthly box filled with samples for $10 dollars a month. 

The subscription system, which will be available at first only in Boston, Cincinnati, and Columbus, Ohio, will expand nationwide in 2016.

Other beauty brands shipping monthly themed boxes of beauty samples include Glossybox and Birchbox, the online company that opened its first store in the US last year. Sephora plans to set itself apart by organizing social events for subscribers to meet with experts in-store.

The French beauty label Sephora has 1,900 locations worldwide, including Brazil, Spain, France, China and Singapore.

Written by Barbara Santamaria