IPSY Decides Beauty Boxes Weren't Confusing Enough, Adds Supplements

IPSY is taking its curated-box model out of makeup bags and into medicine cabinets with the launch of IPSY Wellness, a quarterly supplement subscription built around skin, hair, and general well-being. Each box pairs a full-size product with a trial-size one, so members can sample before they commit to a routine, the same sampling logic that built IPSY's beauty business in the first place.

Chief Marketing Officer Stacey Politi said the idea came straight from the company's own members: "What made the opportunity particularly clear was that we were hearing from our own members" that they are "kind of wellness curious." IPSY's research backs that up: 66% of members say they are interested in wellness but feel overwhelmed by the sheer number of options, and 69% do not want to commit to a routine without trying it first.

Beauty and wellness have been circling each other for years, and IPSY is betting its best trick, curated discovery for an overwhelmed shopper, works just as well on fish oil as it does on highlighter. Confusion, it turns out, is a renewable resource.

Source: NutraIngredients

Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →