Yesterday, news broke of Sephora's new beauty-subscription service launching next month. Needless to say, the beauty world went nuts. The move is one that's been a longtime dream of Sephora loyals, and one we're guessing Birchbox has been dreading. According to InStyle, the new service called Play! will extend beyond just introducing new products: "You'll also receive a Play! pass every month, which can be brought into any outpost so one of their pros can give you a one-on-one tutorial on how to use everything in the box."
In other out-of-the-box moves (pun intended), Sephora's Play! will bypass obvious markets like New York, Chicago, and L.A. Instead, the service has opted to launch in cities like Boston, Cincinnati, and Columbus, Ohio. There is also buzz of VIP access (our favourite words) through in-store events with industry experts matched with a fancy point system to reward subscribers. While we patiently wait for the launch in our city, there's always the brand-approved Sephora Favourites Glitz & Glam Party Essentials Sampler ($45).
What do you think of Sephora launching a subscription service? Is it the new Birchbox? Or is it too different to compare? Sound off below!