Sephora Launches Beauty Subscription Service

Beauty retailer Sephora launched its Play! by Sephora cosmetics subscription service on a limited basis in Boston, Cincinnati, and Columbus markets. With a monthly subscription fee of $10, the service is expected to be launched across the United States in 2016. Some industry analysts are predicting Sephora’s entry into the subscription market poses a strong competition to segment leader Birchbox, which has 1 million subscribers in six countries.