By  on August 7, 2015

While beauty subscription box purveyors are increasingly looking for bricks-and-mortar distribution, one of beauty’s biggest brick-and-mortar retailers is looking to get in on the subscription-box trend.

Beauty giant Sephora will begin test-marketing Play! By Sephora in Boston and two Ohio cities, Columbus and Cincinnati, in September, producing 10,000 boxes for the initial offering. In 2016, the concept will widen to an unspecified amount of additional U.S. markets. Consumers can sign up to be notified when the service will be available in their area on sephora.com/play.

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