Biased answer but with some facts: I'm an investor in the company, and many here on HN know me personally. JustFab is not a scam, and I would not be involved with it if it was -- indeed it's a spectacular and very consumer friendly company that I'm proud to be a part of and I think will be a great success.

This comment thread has been quick to conclude that it is a scam, on some fairly sketchy evidence. While I don't dispute that the author's friends experience might be true, the fact that someone didn't notice that they were signing up for a subscription product is somewhat undermined by the fact it took them 8 months to realize the charge was appearing on their credit card. It's possibly not a person who pays attention to details.

If you want to understand the degree to which the company's customer base understands and is in love with the company, check out their facebook page and the consumer engagement. Here's a pair of shoes they posted for a sneak peak this week:
https://www.facebook.com/photo.php?fbid=10152125991230508...

90 Comments, 4,800 likes in a few days -- for a commercial promotion. Read the comments on this or any of their threads -- no one is bitching about being scammed or not understanding they are members of a suscription site -- they LOVE it.

Justfab has hundreds of thousands of subscribers. A new subscriber who joined last month will, given churn rates, be likely to be a paying subscriber for more than two years. They will make purchases in more than four months in their first year. They understand the premise: a personal shopper has selected a boutique for them at the beginning of the month, all the products are great value, and their obligation is to come and check the boutique that has been prepared. If they don't want anything that month, they just click skip and they're done.

Now, many of you would clearly prefer a world where you would not have to log in to say "no thanks" -- and that world is available to you at the mall. Justfab shoes are quality identical to shoes twice their price at the mall, because they have crushed the traditional retailer and supply value chain. But to deliver the value that the customers want, they need to be very thoughtful about costs.

The #1 challenge in ecommerce is customer acquisition. Pretty much every company has to spend more to acquire a customer than they will make in margin on the first transaction, so you're dependent on a lifetime value of purchases to make money. The reason few outside of Amazon have been able to make this work, and even Amazon (and it's bought businesses like Zappos and Diapers) make very little money is because you keep having to reacquire the customers to get their business... think of people just clicking through those google ads at the top, whether they've been there before or not.

The idea of the subscription model is to get customers in a regular habit of checking in. When they commit to that, Justfab can in turn commit to pricing for the quality they provide that would be unheard of anywhere else. Justfab's typical customer isn't wealthy but likes to look good, and can't afford to just disregard price, and JF is the place they find a style/quality/affordability combination that works for them.

To be clear: as stated, JustFab is on track to do $100M+ in sales this year, from hundreds of thousands of subscribers who check in every month and understand exactly what they're getting into. The site has a very high net promoter score, a return rate that is less than half of Zappos.

As a general rule, if a customer signs up for a subscription product, doesn't check in and calls in because they got charged, we explain the system and try to keep them as a customer, but if they want a refund they will generally get it. People who don't call for 8 months I'm less sure about what the standard policy is.

If I go to the homepage, the biggest call to action for me (it's customized so not everyone will get the same) is "Buy one get one free sale happening now. JOIN TODAY." If they were trying to trick you, would the call to action say Join?

As has been pointed out, when you join by making your first purchase, the purchase page which others have linked has two key things:

* A very clear description that you are signing up for a subscription program. This says plainly and in bold type, in the same font size as everything else on the page:
"If You Do Not Make A Purchase Or Skip The Month By The 5th, You'll Be Charged $39.95 For A Member Credit On The 6th.
Each credit can be redeemed for any JustFab style on the site."

* A check box that says you accept the terms of VIP membership. This box is in a clear and large font, uses the word membership, and is not opt-out -- you have to proactively opt-in.

I don't see how a reasonable person could argue that this is a scam or a trick. Not only are the terms presented in plain english and large fonts, the site has a huge number of passionate and loyal customers.