Ipsy, a direct-to-consumer (DTC) beauty subscription service, is celebrating its 100th Glam Bag in March. This milestone is another defining moment of Ipsy’s continued growth since its launch in 2011. Ipsy has become the preeminent leader in subscription commerce through an acute focus on its community, amassing over 3 million monthly members and half a billion monthly content views. Last year alone, Ipsy reached over $500 million in revenue, launched a new suite of community-inspired features and expanded its portfolio from one to three memberships: Glam Bag, Glam Bag Plus and Glam Bag Ultimate.
“When we launched Ipsy eight years ago, we wanted to create a platform for self-expression, and we are incredibly grateful for the passionate community that brought it to life,” said Marcelo Camberos, CEO and co-founder of Ipsy. “As we enter a new decade, we are doubling down on community to expand our footprint and further our mission of empowering unique beauty around the world.”
To commemorate the 100th Glam Bag, Ipsy is launching a month-long surprise and delight campaign that celebrates its members with exclusive offers, giveaways and one-of-a-kind experiences. To kickoff the celebration, Ipsy is gifting all members a free sixth product in every March Glam Bag and a $2 credit applicable to any of the month’s coveted add-ons. Ipsy will also host twice-weekly giveaways, rewarding over 500 winners with massive hauls from its top-rated brands and perennial best-sellers.
The celebration will culminate at Destination: Ipsy at South by Southwest on March 21 and 22, where Ipsy will unveil the first double-decker, double-expandable mobile in North America —measuring over 80 inches long and 28 inches high. Bridging online with offline, Ipsy will bring the community together to amplify the Glam Bag experience with onsite education, a special guest appearance by Christen Dominique and a “Build Your Own Glam Bag” activation.
This new milestone comes at a time of accelerated growth and innovation for Ipsy. At the end of last year, Ipsy launched Complex Culture, the first in-house brand developed by Ipsy Labs, the company’s innovation arm that leverages robust customer data to develop new brands, products and collaborations designed to fulfill consumers’ unmet needs. More recently, Ipsy announced two new hyperlocal experiences: first with Ipsy Pop-In, a life-size Glam Bag that will make its debut at The University of Texas in Austin on February 26th, and second with Ipsy Assembly, a monthly event series at the company’s newly renovated 20,000 square foot brand hub in Santa Monica.
“As the DTC and subscription space continues to evolve, we know we need to pace the market,” said Camberos. “We are heavily investing in micro-personalization and real life experiences to delight our community in new and unexpected ways.”