Beauty brand Julep Beauty has announced what it says is the first fully customisable monthly beauty box subscription. Beginning this month, subscribers to Julep’s Maven service can create their own personalised mix of products for their boxes, choosing from among two million possible combinations of full-size beauty products and limited-batch nail polishes.
In the past, the company said, ‘subscription’ has meant ‘receiving a selection of products chosen according to the brand’s schedule’. Julep wants to change that paradigm by asking customers to actively engage in their subscription each month, choosing exactly which products they would like to receive.
“We want women to engage with us each month,” said Jane Park, CEO and founder of Julep. “With this new service, we're bringing the beauty counter experience to our community of Maven subscribers, letting them actively engage in product selection so they receive exactly the combination of monthly products that works for them.”
Subscribers will be able to choose from new products or Julep bestsellers, including skin care, colour cosmetics and nail colours.