Birchbox, the fast-growing online beauty retailer, announced that it will be opening a flagship store in New York’s Soho neighborhood as early as May of this year. The 4-year-old company quickly became a cult favorite among beauty connoisseurs when it created its monthly beauty box subscription. This hot pink box arrives on members’ doorsteps every month filled with samples of makeup, skincare products and hair products.

Birchbox subscribers are given information about the carefully curated items in their box (which is customized based on each members selected preferences) and can purchase the full size version of the items on birchbox.com with ease.

The new store will sell full versions of products, just like it currently does online. Although, the product selection will be somewhat limited, making it difficult for customers who want to purchase specific items that they received in their monthly box.

 The Birchbox flagship will also give shoppers who do not subscribe to the monthly box an opportunity to fill their own hot pink box with a variety of sample sized products for $15, which they are calling “Build Your Own Birchbox” or “BYOB.”

 Many are wondering how Birchbox’s physical store will compete with the likes of Sephora and Ulta, who already have a pretty solid claim on the beauty market.  Sephora has over 300 stores in North America and Ulta has 675 stores across the United States, in addition to both having online presences.

Hopefully, Birchbox will find a way to succeed. Only time will tell.