Watch out Birchbox and Ipsy! Sephora is launching their own beauty box called “Play!” And that single word alone describes what I feel every time I enter a Sephora. It is my playground. It’s a place I don’t feel pressured to buy, don’t feel pressured to purchase all from one particular brand. I get to play with products and buy what truly works for me.

Sephora entering into this market seems like a no-brainer. The land of the free sample and deluxe samples for points. I wonder if they will do a play on Birchbox’s service where you give feedback and earn credit toward full size products? Save my points and buy an expensive lipstick or eye shadow pallet?! I’m only guessing but it does seem like a likely approach since that is the reason a lot of Birchbox subscribers stay with the company after receiving seriously small samples that are usually given for free. I cancelled my Birchbox months ago after receiving several boring boxes (I don’t want to sample toothpaste, gum and pens).

Sephora’s Play! will contain five beauty products, cost $10 and contain products based around a particular theme. For September the theme is “Uncover the Essentials”. The box will include a Sephora Collection Rouge Infusion lip gloss, a Marc Jacobs Beauty Highlighter eyeliner, an Ole Henriksen Sheer Transformation Face Crème, a Bumble and bumble Hairdresser’s Invisible Oil and a Glamglow Supercleanse cleanser. A Spotify playlist is also included in the contents. Play! is rolling out to the lucky cities: Boston, Columbus and Cincinnati with only 10,000 boxes available. The brand plans to expand to additional cities throughout the US in 2016. Each box will include a “Play! Book” offering beauty tricks and fun facts about the products. Customers will also be about to access content through the Sephora app. It will give customers a one-on-one tutorial on how to use the products.

Until Play! officially launches, I do have a couple of beauty boxes I’m loving!

Glossybox is a high-end beauty box. You get deluxe and full size products and your box is valued at around $100 each month. The cost is $21 a month and very well worth it. Here is a past box

Another new box line is Boxy Charm. They work with the same model as Glossybox, same price, same amount of high end products and they range in value from $100-125 each box. Here is a recent box. I am obsessed with the brow duo and brush!