Ipsy

Ipsy is a beauty subscription service that delivers personalized makeup, skincare, and beauty products to millions of subscribers worldwide. The service uses a beauty quiz to match products to individual preferences and skin types.

Company History

Ipsy was founded in 2011 by Michelle Phan, a pioneering beauty YouTuber with millions of followers. The company was created to bring personalized beauty discovery to consumers at an affordable price point. It grew rapidly in the early 2010s beauty subscription boom, becoming one of the largest players in the space.

The company expanded from its original Glam Bag offering to include multiple tiers and product options. In 2020, Ipsy merged with fellow beauty subscription service BoxyCharm under parent company BFA Industries.

Products & Services

IPSY offers three subscription tiers (rebranded in 2025-2026):

• IPSY Original (formerly Glam Bag): $14/month + $1.99 handling, 5 deluxe-size samples, choose 1 product
• IPSY Extra (formerly Glam Bag Plus): $32/month + $1.99 handling, 5 full-size products, choose 3 products
• IPSY Ultimate (formerly Glam Bag X): $65/quarter + $1.99 handling, 8 full-size products, choose 3 products, ships Feb/May/Aug/Nov

The service also features an online shop where members can purchase additional products at member pricing, Add-Ons shopping, and quarterly Mega Drop sales.

Personalization System

Ipsy’s matching algorithm uses a beauty quiz that asks about skin type, skin tone, product preferences, and beauty goals. Subscribers receive products selected based on their quiz responses, though the accuracy and relevance of matches has been questioned in customer reviews.

2025-2026 Rebrand

In 2025-2026, IPSY rebranded their subscription tiers with new names and updated pricing:

• Glam Bag became IPSY Original
• Glam Bag Plus became IPSY Extra (price increased from $30 to $32)
• Glam Bag X became IPSY Ultimate (price increased from $58 to $65)

All subscriptions now include a $1.99 handling fee per shipment.

Customer Experience Challenges

While IPSY pioneered affordable beauty subscriptions, the company has faced significant customer service challenges in recent years. Common complaints include difficulties canceling subscriptions, continued charges after cancellation, lack of phone support, and delayed shipping without refunds. These issues are reflected in lower ratings on consumer review platforms (2.7 Trustpilot rating from 6,000+ reviews).