The beauty industry credits Birchbox with the birth of the subscription box craze in 2010. In the eight years since, beauty brands, retailers, and even magazines like Allure have launched their own curated boxes of products delivered monthly.
The latest to get in on the action is Houston-based skincare brand Sunday Riley. The cult favorite is debuting its own quarterly subscription box, set to launch October 1 with pre-sale orders available online now. Each box, priced at $95, is valued at over $300, the brand says. Die-hard fans can go all in for $380 to get all four quarterly themed boxes.
Unlike Birchbox, which has subscribers identify their beauty preference for a hand-picked selection of five monthly products, Sunday Riley has partnered with other brands to essentially offer a "high-value, limited-edition" selection of Riley's favorite things—products she believes to be universally beneficial. Each quarterly box centers around a different theme, starting with the Wellness Edition—with more, like love and travel, to come.
“We see skincare as a whole ... as an extension of wellness. It is self-care,” says Sunday Riley marketing manager Debbie Wu. “We gave a lot of thought into the different types of products that are included ... there’s obviously beauty, there’s personal health, supplements, meditation, energy—all of those are different components of what we view about wellness.”
The Wellness Box, separated into those five aforementioned categories, includes the brand’s global best-seller: Good Genes, an all-in-one lactic acid treatment—and its newly reformulated Ceramic Slip Clay Cleanser, which now contains rice and olive oil esters for enhanced moisture and four times more detoxifying clay than the original formula to gently but thoroughly cleanse without drying, the brand says. Mix together one pump of each for what the brand calls its Flash Facial, a quick (one- to 10-minute) deep detox and "immediate glow." The box only holds smaller-sized versions of these faves, though: 15 milliliters of Good Genes (a 30-mL bottle retails for $105) and 30 milliliters of Ceramic Slip (150-mL goes for $35).
Also included in the debut Wellness Box: a pair of THINX underwear, a bkr glass water bottle, IGK Rich Kid coconut-oil gel styler, Smith & Cult nail polish in Kundalini Hustle, a seven-day supply of WelleCo green supplements, a Kitsch microfiber hair towel, a 30-day trial of meditation and mindfulness app Headspace, a Sunday Riley travel cosmetic bag, and the "Clear Your Space, Clear Your Mind Kit" which includes a palo santo stick and two crystal tower points in obsidian and rainbow fluorite. Namaste.