Over ten years ago two entrepreneurial businesswomen had the idea of starting the first beauty subscription box. In a nutshell, they wanted to offer subscribers a curated selection of beauty products in trial sizes for a price equivalent to what one full-sized product would cost. The initial success of this venture, Birchbox, spawned a sea of copycats, not only in beauty but across all sectors such as food, socks, fashion and shaving. Magazines and retailers jumped on the bandwagon. What may have seemed to be a wise strategy, especially during the pandemic when getting a monthly package of newness delivered to your front door was a treat, may have run its course. Has this marketing vehicle worn out its welcome or is there still opportunity to be had? Let’s look at the appeal, the mechanics and the reality.