Subscription boxes have taken off like wildfire, and now, Julep Beauty is entering the market with what the company says is the first fully customizable monthly beauty box subscription. Beginning this month, subscribers to the Julep Maven service can create their own personalized 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, “subscription” has meant “set it and forget it” – sign up, give up your credit card, and then each month receive a selection of products chosen per the brand’s schedule. Julep says it is changing that paradigm by asking customers to actively engage in their subscription each month, choosing exactly which products they’d like to receive. Subscribers will be able to choose from innovative new products or Julep bestsellers, discovering the latest in skincare, color cosmetics, and nail colors.

“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.”

During a window of five days every month, Maven subscribers are invited to view the newest products, discuss on Julep’s active social communities online, and then make their own personalized selection of products for inclusion in their boxes. This engagement subscription model lets shoppers come together at “a moment in time” to share their opinions and feedback.