The massive success of the subscription retail model has prompted some to predict that more big brands will join in on the trend—and it looks like they are right.

The massive success of the subscription retail model has prompted some to predict that more big brands will join in on the trend—and it looks like they are right. Sephora is launching a Birchbox competitor that will cost $10 for five themed samples a month. The service, called “Play! By Sephora,” is a continuation of the brand’s efforts to create “digital innovations developed with the client in mind.” (Fashionista)