Ipsy

Largest beauty subscription service in the United States by subscriber count, dominant in the beauty product discovery and sampling marketing channel

Ipsy is a beauty subscription company founded in 2011 by Michelle Phan, Marcelo Camberos, and Jennifer Goldsmith. Its flagship product, the Glam Bag, delivers five personalized beauty product samples to subscribers each month for a low monthly fee. Using a proprietary personalization algorithm that matches products to individual beauty profiles, Ipsy has grown to become the largest beauty subscription service in the United States, with millions of active subscribers generating significant recurring revenue for the company. From a marketing and media perspective, Ipsy operates as a powerful channel for beauty brands seeking targeted consumer reach. The platform partners with hundreds of cosmetic and skincare brands — from indie labels to major players like NYX, e.l.f., and Tarte — to feature their products in curated bags, effectively functioning as a performance marketing and product discovery engine. Ipsy also runs an influencer network called the Ipsy Open Studios, connecting beauty content creators with brand sponsorship opportunities, and operates a digital media property with tutorials, reviews, and editorial content that attracts a large engaged beauty audience. In 2021, Ipsy merged with rival subscription box service BoxyCharm to form BFA Industries (later rebranded as Ipsy Group), significantly expanding its subscriber base and product offerings. The combined entity offers multiple subscription tiers at different price points and has positioned itself as a dominant force in the beauty commerce and brand discovery space. Ipsy's model is particularly valuable to marketers because it combines first-party consumer data, high purchase intent, and direct product trial at scale.