You get travel/sample sized new products. My last box had body lotion, moisturizer, new goody hair ties, Nivea body wash, shampoo and conditioner and a hair spray. Also there was a coupon for a beauty purchase at target. I think the idea is you get to try 10 new products on the cheap and it's good advertising, plus of you use the coupon afterwards, your only spent 4 bucks on a bunch of fun beauty stuff!