Posted by on in New Subscription Boxes | 95 comments

Play! by Sephora Subscription Box Coming Soon!

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Play! By Sephora Subscription Box

Photo source: WWD

Thanks Marcy for letting us know about this amazing subscription box news!

Sephora will be rolling out a new subscription box, Play! by Sephora, starting in select cities in September: Boston, Columbus, and Cincinnati. The nationwide rollout of the subscription is planned for 2016.

The Subscription Box: Play! by Sephora (No specific link for sign-up yet)

The Cost: $10

The Products: The first box will include: Sephora Collection Rouge Infusion in Peony, Marc Jacobs Beauty Highliner eyeliner in Blacquer, Ole Henriksen Sheer Transformation Face Crème, Bumble and bumble Hairdresser’s Invisible Oil (primer?), and Glamglow Supercleanse facial cleanser.

Ships to: US (first markets: Boston, Columbus, and Cincinnati)

Good to know: The box will also include bonus extras like Spotify playlists, as well as “Play! Pass” coupons for in-store activations like one-on-one tutorials for the products in that month’s box.

What do you think about this beauty subscription box news? Make sure to sign up for the daily MSA newsletter if you want to receive updates on this box!

Written by Liz Cadman

Liz Cadman

Liz is the founder of My Subscription Addiction. She’s been hooked on subscription boxes since 2011 thanks to Birchbox, and she now subscribes to over 100 boxes. Her favorites include POPSUGAR Must Have, FabFitFun, and any box that features natural beauty products!

All views in this review are the opinion of the author. My Subscription Addiction will never accept payment in exchange for a review, but will accept a box at no cost to provide honest opinions on the box. This post may contain affiliate/referral links. Read the complete My Subscription Addiction disclosure.


  1. Wow, this post is only a few hours old and it already has 62 comments and 2.6K shares. That is an amazing amount of interest in this Sephora box! Maybe that is part of why they are starting in 3 smaller market areas first?

    • Wow! Maybe if they opened it up nationwide at first they would break the internet? 🙂

      • I wonder if we can earn points from Sephora on the purchase of the subscription box?

      • I can’t imagine their own site would be able to handle that volume to begin with!

        There are now 3.6k shares about 2 days after this was posted. Amazing.

    • Why not LA?! I cannot wait till 2016!

  2. Oh, I will be all over this one. Sephora is my weakness. Hate that it has a limited rollout, but I can be patient.

  3. I’ve been saying they should do this forever! I’m so glad they will! Even if it’s next year.

  4. If this turns out to be good I wouldn’t cancel my Birchbox since they have such a great points system, but I would my Ipsy!!

    • Amen!

  5. Shut the front door! Two of my favorite things — Sephora and sub boxes — are having a baby. Super excited for this one.

  6. If this turns out to be any good I may have to cancel Birchbox…

  7. So, does that mean it will only ship WITHIN those cities? I love 45 minutes from Boston…

  8. YES!!!I have been wanting Sephora to do a box! I am all a quiver with anticipation.

  9. Bah, I don’t like Sephora. Bunch of snobs. Bring on an Ulta box and I’d sign up for that in a heartbeat! 😀

    • In our area it’s the opposite! Sign me up Sephora!

  10. I live in the ‘burbs but work in Cincinnati, totes just updated my address on my profile 🙂

  11. I wonder if they mean those exact cities or if the surrounding suburbs will qualify as well.

  12. I love Sephora! I’ll be all over this one when it’s available in my area.

  13. sounds awesome… just wish it was available to everyone, not just those 3 cities. if it was in stores, I can understand why they’d limit it to a few cities to begin with, but if its being mailed out… why can’t it be open to everyone?
    and in regards to the comment about this possibly being not a great thing, I hadn’t thought about it, but I do agree, I hope Sephora doesn’t change their free samples and all that. and I hope there are some larger deluxe, maybe even full size samples included in the box too.

  14. Great! If that’s their packaging box, love it already.

  15. Well, this is a big tease…. (NYC)

    • I agree. I thought that since New York City is a major fashion city that its surrounding areas and the city itself would be one of the first areas to release the Sephora Beauty Box. I’m a little disappointed that NYC’s areas need to wait until the new year. But it gives me time to save some money and put it aside. I am definitely going to sign up for the Play! box. Sephora is one of my favorite stores and on-line web-sites to buy cosmetics. I really like that Sephora gives free samples. It gives me the opportunity to try items that I normally don’t buy. I buy from Sephora several times a year!

    • I know…seriously ..(NYC)

  16. want this

  17. Wow! I’m in Cincinnati!! How do I sign up!?

  18. I hope this is coming to Canada. We always seem to get the short end of the beauty stick here

    • I know, there are so many neat things we miss out on!

  19. :: throws money at Sephora::

    :: contemplates the reality that I already have way too many beauty products::

    :: doesn’t care::

    :: throws more money at Sephora::

    • This is perfect! My reaction was 100% the same!

    • Lol! I know but it’s so fun! I’m in the same boat. Do I need this? No. But I WANT it so much!

    • Hilarious and so true!

    • ::Attempts to intercept the money::

      Oh, who am I kidding.

      ::Throws all the money!::

  20. pretty excited! and love the price point. I feel like with $10 its hard to be disappointed (although Ipsy somehow does manage to disappoint me). I love that it could be access to a market of products we don’t see in sub boxes (like marc jacobs eyeliner!)

  21. If Sephora doesn’t screw this up, it will be hugely successful. It will introduce new customers who ordinarily couldn’t — or wouldn’t — shop at Sephora ($$$, distance, snob factor, etc) and it will be a win for us because hey, what beauty junkie doesn’t love Sephora? Look at the amount of shares this post already has in the hour it’s been live. The competition will force the other sub boxes to up their game, which I welcome. I think it’ll be great and of course I’m in. No question. It would literally have to be dog poop in a box for me to NOT sign up. lol

  22. Come to San Diego already! I need this!

  23. I literally was thinking about this yesterday. Way overdue. So excited.

  24. Shut up and take my money!

    I think $10 is a good price point. It’s low enough so that most people can afford the cost once a month. Sephora also has a bigger market share than IPSY or Birchbox, so I’m hoping they can get some good stuff for the boxes. Plus, competition makes everyone work harder.

  25. For once those of us in Columbus get something the bigger cities don’t!!

  26. Seriously? This isn’t coming to Chicago right away?

  27. I’ll subscribe of course, duh, but to be honest I contacted sephora customer service early in 2012 to ask them when they were getting into the sub box market bc I was taking so much of my business to birchbox. They were pretty dismissive in their reply and it left a bad taste in my mouth.

    And now that sub boxes are so big they’re all, “oh we should try that” but honestly w their brand connections they could have been killing it for years…

  28. Liz, please keep us posted. I live in Columbus. I am happy about this!

  29. Hmmm…this can be good or bad. What I’m seeing is stuff that’s already in VIB and Rouge gift bags, or stuff you can get with points on Sephora (so now they’ll charge for what they previous gave away to good customers for free.)

    The other bad thing is that, complain as you will about Birchbox, Ipsy, etc., they spotlight little known brands. Granted, some of them suck, but many of them are excellent. And I never would have known about them without those subscriptions.

    Of course, the good thing is that Sephora does get high end brands, and it’ll probably be a box that’ll be worth the ten bucks (even if it IS stuff you can get for free if you’re a VIBer or a Rouger.) I’m also wondering if there will be any full size stuff (probably Sephora’s own brand, which is spotty.)

    This can go either way. Right now, I’d subscribe, but frankly, I also think that this can be good for both ipsy and birchbox, cause it will force them to work a lot harder (and birchbox has been slacking…)

  30. Just take my money. Just…just take it.

  31. Yes!!!! I can’t wait until…2016!?! Sigh, I love Sephora and was doing so much Sephora shopping before my subs. $10 is a great intro box and maybe they’ll do higher ones, I love skin care and that’s the most expensive stuff. Fyi, if you shop during the points multipliers sales like x2 or x3 you get a ton of points.

  32. I also sort of wish this were at a higher price point. $10 is nice, but I feel like we’re going to get all of the same sorts of products we’ve been getting in so many other boxes. Maybe with the exception of Sephora brand products and exclusive-to-Sephora products, but even those would be things like mini eyeliners and sample cleansers. The only thing I like about this box is that it makes up for their awful Beauty Insider points system (spend $100, get one deluxe sample).

  33. Is it sad that I’m really excited about this? Maybe I need to get out more! LOL

  34. I feel like I have been dreaming this into existence for years. Yaaaaassssss.

    • Love this! 🙂

  35. ipsy is going to lose so much business when this launches nationwide, i know i’ll be replacing it

  36. I have a weakness for anything Sephora. I will be in as soon as it launches.

    In fact, just seeing this sent me over to the Sephora site, where I found some of my favorite OCC Lip Tar colors in the sale section, and ordered them 🙂

  37. …oh no… Credit Card sigh…

  38. I live in a suburb north of Cincinnati but very close… I wonder if I qualify? I have some friends that would… Maybe I’ll have to put their address. 🙂

  39. oh, I need this! awesome that Columbus is one of the cities!!!

  40. This looks awesome! I wonder why it’s only going to those cities first.

    • There are tons of warehouses for internet companies south of Columbus, which are only probably 90 minutes from Cincy. I would imagine Sephora has a warehouse there.

  41. I would love to get this ! This looks like a great replacement for ipsy. Iam going to keep my eyes open for updates! Thanks for sharing this

  42. I need this….

  43. i think this sub would do better at about $30 and include full size items. I’m kinda bummed it looks like just samples

    • Not everyone can afford $30. I know I wouldn’t want to get it at $30 but that’s because I am cheap.

    • I completely agree!!! I would rather pay more and get full sized products. I’m over teeny tiny little samples.

      • think smaller and cheaper is better as there will be things you don’t care for at all…and I think these “deluxe” samples are a great way to try things. As long as it is NOT the foil packets and cards.

  44. UGH! I want it NOW!

  45. and it’s only ten dollars?! This will definitely be factored into the college budget, I’m so excited!

  46. How am I supposed to wait until 2016? I’m too excited! Will you be putting out a notification when it goes live to the US, or will beauty insiders get a notice from Sephora? I’m pretty sure this is going to be a popular box and I don’t want to end up on a waiting list 🙂

    • Yes – I’ll post whenever there are updates on this box! 🙂

  47. Want!!!!!! If only I lived in Boston! Definitely signing up when that expands

  48. did you mean highliner? instead of highlighter?

    • Oops – yes, thank you! Fixed it 🙂

  49. wow so excited for this!

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