Ipsy launches marketing services arm for beauty brands

Beauty subscription platform Ipsy is expanding beyond personalized boxes with a new revenue stream. The company announced the launch of Ipsy Marketing Solutions, a suite of services designed to help beauty brands boost awareness, generate demand and drive retail sales.

The offering taps into Ipsy's first-party data, product-trial ecosystem and creator network, spanning event sponsorships to paid media investments. Participating brands will pay a fee. The service is available across the U.S., Canada and Mexico.

Founded in 2011, Ipsy is best known for its personalized beauty subscription bundles, delivering makeup, hair-care and skin-care products selected through member quizzes. Subscribers receive monthly or quarterly boxes featuring samples or full-size items from brands such as Rare Beauty and Nars.

The company curates around 4,000 products from roughly 500 brands annually, according to CEO Galen Smith. Ipsy members are highly engaged: they generated 5 million product reviews last year and test an average of 30 unique brands per year, with 88% saying they join Ipsy to discover new brands and products.

Ipsy also tracks member preferences through its annual Beauty Discovery Report. In 2025, it reported that Gen Z consumers favored lip gloss, while serums gained ground over foundations.