ipsy

Ipsy is a consumer beauty brand and subscription service that delivers curated collections of makeup, skincare, and other beauty products. Launched in 2011, the company built its identity around a monthly bag experience, in which subscribers receive a selection of products tailored to their preferences and beauty profile.

The core offering is the Glam Bag, a monthly package that typically includes five sample- or travel-size items. Over time Ipsy expanded its lineup to include additional tiers, such as the Glam Bag Plus, which emphasizes full-size products, and the Glam Bag X, a quarterly premium option featuring higher-value items. The company uses customer quizzes, feedback, and influencer partnerships to shape product selections and brand collaborations.

Ipsy operates primarily as a subscription business, generating revenue from monthly and annual membership fees as well as sales through its online shop and marketplace. Beyond the bags, Ipsy maintains an active online presence, leveraging social media and partnerships with beauty creators to promote products and curate recommendations. The brand emphasizes accessibility and discovery, aiming to introduce subscribers to a range of brands from mainstream to indie.

Geographically, Ipsy began in the United States and has expanded its reach to select international markets and regions through shipping and localized services. The company has been noted for its community-driven approach to beauty discovery and for its role in shaping the modern subscription-box landscape in cosmetics.