Subscription-based online services (SOS) refers to an e-business that provides periodic delivery of a customized box of merchandise directly to the consumer's home for a weekly/monthly subscription fee. What makes consumers use SOSs? As an initial attempt, this study investigated American consumers' current usage of fashion and beauty SOS, and examined the relationships between five predictors—consumers' age, gender, e-trust, fashion consciousness, exploratory product acquisition—and their usage of those SOSs.