Sephora calls time on Play! subscription box

Sephora calls time on Play! subscription box

THE WHAT? Sephora has decided to bring an end to its subscription box business, according to a report published by Refinery 29.

THE DETAILS The LVMH-owned beauty retailer is substituting the Play! model with a new sampling service, called Sephora Luxe, Refinery 29 reports.

“After years of helping you discover new brands and try the buzziest products, Play! is ending to make room for something even better,” Sephora posted on its website.

The last Play! boxes will be sent out this month, with the new box available to buy from April 28.

THE WHY? Sephora did not give a reason for the change but presumably with many consumers scrutinising their finances as a result of the COVID-19 outbreak and cancelling non-essential expenses, some subscription models have become unsustainable.

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