Subscription beauty boxes delivered to your door is nothing new. But over in the US the idea has evolved and nail-only subscriptions are the latest trend.
The first generation beauty boxes were great for real beauty addicts – a place for new brands to reach a niche audience interested in beauty and for trusted companies to give exposure to new products. Word of mouth, thanks to social media is great for brands. But where some boxes can be tailored to you, others can’t. If the moisturiser in the box isn’t for your skin type, or the lipstick not your shade – a box could turn from nice surprise to bit of a disappointment.
The great thing with nail subscriptions is that you get a selection of shades each month (with most), so you’re bound to find a shade you like nestled in your package. Plus, aren't most of us just that bit more daring with nail shades than say, eye shadow?
Here’s a rundown of the brands in the US. Would you subscribe if these were available in the <
Background: Seattle-based nail salons that opened in 2007 by a previous Starbucks executive, Jane Park.
Launched: The first to launch nail subscription boxes way back in 2011
What: For $19.99 per month you get two Julep nail polishes and an extra product like mascara. You take a style quiz online which helps Julep identify the shades best suited to you, plus you get to see what’s in your box beforehand so you can always skip a month.
Extras: Option to skip a month or send to a friend.