“Brands can’t just ship the same things over and over and expect to ride the coattails of this subscription success trend either,” Tzuo said. “In addition to demanding immediate, ongoing fulfillment, customers today want to be happily surprised on a regular basis. And if brands don’t meet those expectations, they get dropped, not to mention trashed on social media. It’s that simple.”
• Our editors work to inform you of and introduce you to the best products each month, and while Allure is the beauty expert, we understand that everyone's beauty routine is different. Some products may be a better fit to some more than others, but that's part of the fun and part of the service our editors provide: helping you learn about new products. We encourage you to share your samples with your friends, and hopefully next month's box will include products you will enjoy! There are some great forums online for sample exchanging, and we hope you reach out to other subscribers to swap for something you'll love.