Subscription boxes can be found for virtually any product…books, jewelry, food, shaving, pets, clothing, brides-to-be. However, beauty boxes (including beauty-related categories) continue to be the most popular. According to a 2017 report featured on Subta.com, women make up over 60% of the 5.7 million subscription box subscribers.

But why’s it so exciting to receive one of these subscription packages in the mail? What’s the allure of receiving a box full of items you know nothing about? I mean, it’s easy to go shopping, get personalized recommendations from a sales associate, and try on most of the products in person before deciding on what to purchase.

I believe the subscription box industry is thriving because of the element of surprise, the excitement of receiving a gift (even if you get to customize the gift before it’s mailed to you!) And women are taking advantage of this and giving themselves the gift of surprise, maybe as a form of self-love? Well, that may be going a bit deep for us here, but I can say with confidence that I love a good subscription box too!