. >> reporter: khloe kardashian is hyping a subscription makeup box from a company called ipsy. >> ihas been steadily growing as if becomes more crowded, certainly media influencers are helpful in bringing more visibility to different makeup brands. >> reporter: "gma" trying out four brands, ipsy, boxy charm, fab, fit, fun and walmart. more personalization. this is interesting. my colleagues ordering boxes from each company. look look's april fry franzino using the manufacture's suggested retail price. when the boxes arrived i felt like someone sent me a present. >> you don't know what's inside a lot of times so that's fun getting to explore and test out new things. >> reporter: we look at boxy charm, $25 a month. how did the items we received compare to what they promised from a value proposition? >> boxy charm was a great value for the price you pay. >> reporter: fab, fit, fun is a seasonal box, one every three months and has a mix of beauty and wellness products. >> you receive products up to more than $300 in total value. i even was shocked when i opened the box and was like, wow